MKT4312 - Strategic Brand Management
Second Term, 2019-20
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(Prerequisite: BUS2205 -
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.
could access to the teaching notes in Moodle system.
Last Updated: 13 Jan 2020