Brand Management and Communication Strategies

Principles of Marketing

This module introduces students to the concept of branding communications. It focuses on the latest marketing communication theories and practices and their significant role in developing and managing successful brands. It explores brand-related concepts, steps/processes of building brands, design and implementation of brand marketing programs, methods of measuring brand performance, ways to leverage brand equity, strategies in managing brand portfolios and management of brands over time, geographic areas and market segments.

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