MRK561 - Brand Management

Outline information
Schools offering this subject
Last revision date Jun 3, 2019 12:00:18 AM
Last review date Aug 2, 2019 12:15:00 AM

Subject Title
Brand Management

Subject Description
As many businesses now recognize, one of the most valuable assets that a firm has is the brands that a firm has invested in and developed over time. This course builds the foundation for brand strategy and explores the concepts of brand equity, brand identity and brand personality. Students learn how to leverage the marketing mix to build a strong brand platform.

Credit Status
MRK561 is a credit subject for the 3-year Business Administration - Marketing Diploma program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Analyze the brand management process through case analysis and discussion.
2. Describe the role of the brand manager by examining brand managers in real companies.
3. Discuss the issues that may impact the successful execution of brand strategies.
4. Formulate effective strategies for building, leveraging and defending brands in a variety of real-life situations.
5. Evaluate the competitive environment and competitive attractiveness of new and existing brands
6. Evaluate the customer environment for new and existing brands
7. Evaluate the branding strategy of existing brands
8. Determine the most effective product strategies for a brand in a given situation.
9. Determine the most effective pricing strategy for new and existing brands in a given situation.
10. Evaluate and work with data that is typically available to brand and product managers.
11. Support ideas effectively and professionally in verbal and written communications.

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Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.