BRAND SUSTAINABILITY STRATEGY (4 CREDITS)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Identify components to build brand equity; LO2 – explain brand equity measurement ; LO3 – discover solutions to cases related to brand sustainability program.

Topics:

1. Brands and Brand Management;
2. Integrating Marketing Communications to Build Brand Equity;
3. Measuring Sources of Brand Equity: Customer and Brand Performance;
4. Brands and Brand Management;
5. Choosing Brand Elements to Build Brand Equity;
6. Growing and Sustaining Brand Equity;
7. Brand Sustainability Strategy: Stakeholder Management;
8. Choosing Brand Elements to Build Brand Equity;
9. Integrating Marketing Communications to Build Brand Equity;
10. Brand Sustainability Strategy: Corporate Social Responsibility;
11. Brand Sustainability Strategy: Waste, Plastic and Packaging;
12. Integrating Marketing Communications to Build Brand Equity;
13. Branding in the Digital Era;
14. Developing a Brand Equity Measurement and Management System;
15. Measuring Sources of Brand Equity: Customer and Brand Performance;
16. Growing and Sustaining Brand Equity;
17. Brand Sustainability Strategy: Situation Analysis;
18. Brand Sustainability Strategy: Leadership;
19. Brand Sustainability Strategy: Stakeholder Management;
20. Brand Sustainability Strategy: Corporate Social Responsibility;
21. Brand Sustainability Strategy: Waste, Plastic and Packaging;
22. Brand Sustainability Strategy: Importance of Effective Partnership.