MARKETING STRATEGIES FOR BRAND DVLPMT (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.

Code: 
CM4048
Name: 
MARKETING STRATEGIES FOR BRAND DVLPMT
Discipline: 
CM (Communications)
Type: 
Regular
Level: 
Undergraduate
Credits: 
4
Can be taken twice for credit?: 
No
Pre-requisites: 
BA2040
Co-requisites: 
None