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MKT4312 - Strategic Brand Management

 Second Term, 2019-20 

 

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Course Description

(Prerequisite: BUS2205 - Marketing Management)

One of the most effective tools to differentiate products or services from competitors is an organizationˇ¦s brand identity. Strong brands will transcend industries and provide an organization with one of its most valuable assets. Effective brand management is the key to developing product and communication strategies which leads to marketing success. This course is designed to acquaint students with the knowledge and skills needed to develop, manage, and promote the core values of an organizationˇ¦s brand in competitive markets. Particular emphasis will be placed on the design of marketing programs to build brand equity. Students are expected to have developed a basic understanding of brand management concepts and principles through reading, case studies, assignments and a course project for practical application and experiential learning.


Instructors  

Second Term, 2019-20

Prof. POON Shing-Chung, Patrick

 


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Course Outline and Schedule  


Lecture Notes 
 

Students could access to the teaching notes in Moodle system.



Last Updated: 13 Jan 2020

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Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk