Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

Brand Management: Course outline - MKT-506

Effective brand management is critical to maintaining the long-term profitability of products and services.

Course Description

Brands are among the most valuable assets of a company. A strong brand can have a significant impact on consumer purchasing decision by communicating the value of and providing differentiation for products and services. Thus, effective brand management is critical to maintaining the long-term profitability of products and services. While branding is both an art and a science, there are certain patterns and predictability of branding activities that greatly increase the odds of success. Becoming familiar with the relevant theories and models of branding can help managers make better branding decisions. With the arrival of many interactive communications tools, there are also growing challenges as well as opportunities in the process of branding.

Text & Reference books

Course outline

  • Brand and brand management
  • Brand management process
  • Importance of brand equity
  • Building a strong brand
  • Brand positioning
  • Choosing brand elements to build brand equity
  • Research paper
  • Designing marketing programs to build brand equity
  • Integrated marketing communications to build brand equity
  • Leveraging secondary brand associations
  • Measuring brand performance
  • Measuring sources of brand equity
  • Growing and sustaining brand equity

About Course

Course Title                         

Brand Management

Program

MBA/MS

Course Code No.

MKT- 506

No. of Credits

3

Pre-requisites 

 

Class Contact Hours

3 hours/ Week  X 16 Weeks = 48 Hours

Related Guides

Marketing Management

Marketing provides the interface between the customer and the firm in which the customer has become pivotal to the success of business activities.

Principles of Marketing

The action or business of promoting and selling products or services, including market research and advertising.

Strategic Marketing

In this course students are exposed to a dynamic world of marketing activities. Analysis, tools and trick of trade are taught by giving real life examples from both Pakistan’s and international corporate world.

Pharmaceutical Management & Marketing

This program is ideal for students interested in learning the business and management side of health care and the pharmaceutical industry. It provides strong focus on the basic sciences, combining biological and pharmaceutical science.

Related Books

Reference Material