Course Description

Pre-requisite: BUS2205 Marketing Management

One of the most effective tools to differentiate products or services from competitors is an organization’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 organization’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.

This page was last updated on 11 December, 2023