Corso attualmente non disponibile

Strategic brand management

Corso

A Mendrisio ()

Prezzo da consultare

Chiama il centro

Hai bisogno di un coach per la formazione?

Ti aiuterà a confrontare vari corsi e trovare l'offerta formativa più conveniente.

Descrizione

  • Tipologia

    Corso

Descrizione Brand marketing is of considerable interest to managers, consultants and academics. Some of the reasons for this include the significant worth of this intangible asset, its value as a strategic device, as a basis for recruiting and aligning staff and for encouraging long term repeat buying behaviour.  Brand managers used to place considerable emphasis on differentiating a unique offering through a welcomed promise that met the opportunities presented by market gaps.  However, managers now recognise the importance of their employees in delivering the brand promises.  As such firms are adopting a more balanced perspective, directing branding activity both inside and outside their organisations.  This elective will adopt both an internal and external perspective on strategically building brands.

Domande e risposte

Aggiungi la tua domanda

I nostri consulenti e altri utenti potranno risponderti

Inserisci i tuoi dati per ricevere una risposta

Pubblicheremo solo il tuo nome e la domanda

Opinioni

Successi del Centro

2018

Tutti i corsi devono essere aggiornati

La media delle valutazioni dev'essere superiore a 3,7

Più di 50 opinioni degli ultimi 12 mesi

8 anni del centro in Emagister.

Programma

Descrizione

Brand marketing is of considerable interest to managers, consultants and academics. Some of the reasons for this include the significant worth of this intangible asset, its value as a strategic device, as a basis for recruiting and aligning staff and for encouraging long term repeat buying behaviour. Brand managers used to place considerable emphasis on differentiating a unique offering through a welcomed promise that met the opportunities presented by market gaps. However, managers now recognise the importance of their employees in delivering the brand promises. As such firms are adopting a more balanced perspective, directing branding activity both inside and outside their organisations. This elective will adopt both an internal and external perspective on strategically building brands.

One of the challenges managing this intangible asset is that there are diverse views about the nature of brands and thus one theme of this course is enabling students to appreciate these interpretations along with their implications for coherently delivering a brand promise. The importance of emotion and authentic experiences will be addressed as contributors to sustainable success. Being able to justify a price premium and a future income stream necessitates understanding the topic of added value which will be explored. Brand building involves long term investment to meet a stretching brand vision, adopting a pan-company outlook, understanding core competencies, identifying and prioritising opportunities, engaging staff commitment and leveraging advantages from a unique organisational culture. As such this elective will adopt a strategic approach, showing how this can be used to build and sustain brands, drawing on several disciplines. It will conclude by discussing how creativity can be used to leverage small budgets to capitalise on brand opportunities.

Assessment
There are two assignments (equal weighting of marks) and a 2.5 hour closed book exam to assess this course.
The course assessment will be 60% exam and 40% coursework.


Textbook

L. de Chernatony (2010) From Brand Vision to Brand Evaluation (Oxford : Butterworth-Heinemann).
NB. The third edition of this book is the core text, not earlier editions

Chiama il centro

Hai bisogno di un coach per la formazione?

Ti aiuterà a confrontare vari corsi e trovare l'offerta formativa più conveniente.

Strategic brand management

Prezzo da consultare