MARKETING STRATEGIES FOR BRAND DVLPMT in Fall 2019 (CM4048)

This is the capstone course for all Marketing and Communication interested Seniors. It puts previous learning experiences from management classes, marketing, research and communications into perspective and analyses the strategic choices that lead to building strong and lasting brands. The course sets a particular focus on brand positioning, brand architecture, Integrated Marketing Communications (IMC) and teaches the academic foundations and tools that are indispensable to develop truly differentiating brand statements, to understand key research techniques and their usage in real life as well as competitive strategy. Numerous brand cases and exercises such as Nespresso, Tag Heuer, Healthy Choice, Toyota, etc. help to illustrate brand strategy and teaches students to apply strategic thinking in building strong and differentiated brands. The course employs the Harvard Business School Case Study method and teamwork throughout.

Term: 
Fall 2019
Discipline: 
CM (Communications)
Credits: 
4 credits
Type: 
Regular
Level: 
Undergraduate
Can be taken twice for credit?: 
No
Exam Date: 
Wednesday, December 18, 2019 - 08:30
Pre-requisites: 
BA2040
Co-requisites: 
None

Professor(s)