PRODUCTS AND BRAND MANAGEMENT (2 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: explain basic concepts of brand management and brand equity; identify and analyze the impact of various business environments toward product and brand management; apply the market analysis on brand management; design a new product and apply branding strategy in order to build the brand equity; explain and apply professional and ethical responsibilities in designing market offerings and in branding strategy.

Topics:

The course provides an understanding of the importance of brands in general and its role in supporting the product. Students also learn the concept of brand equity, and most importantly how to measure the brand equity as a way to determine the strength of the brand.

Pre-requisite: Marketing Management