Course purpose:

Student will know to manage brands and to use new product development theories and principles.

Content (Syllabus outline):

• Developing a brand strategy in national and international market environment
• Designing and implementing brand marketing programs
• Measuring and interpreting brand performance
• Integrating marketing communication to build brand equity
• Growing and sustaining brand equity
• Branding in the digital era
• Capturing customers mind-set
• Brand expansion strategies