市場學、公共關係及商業傳訊
Self-Directed Learning Series: Brand Management (Postal Mode)
自主學習系列：品牌管理 (郵遞模式)
Course No. : 232-828201-01|Start Date : 22/05/2023
This course will be delivered in Postal Mode.
Start Date
May 22, 2023
Tuition Fee
HK$ 1,345.00
Level
General Short Courses
Course Enquiries
2209 02262603 6565[JavaScript encoded]
Enrolment Enquiries
2209 0290
Closing Date for Application
08/05/2023
1 Mode of delivery:Distance Learning
This course will NOT provide live sessions. Students will learn in distance learning mode through written course materials in conjunction with the Required Textbook*.
Course materials include: 'Course Guide', 'Course Notes', “Video Clips**”, 'Course Assignments' and 'Study Schedule'. Video clips that are supplemented to the course. They will only cover the main points of the course but not the whole content.
* Students are required to purchase the textbook on their own. For details, please refer to the column 'Required Textbook' below.
** Students in Postal Mode will receive printed course materials ONLY. NO video clips will be provided to students in Postal Mode
Course materials include: 'Course Guide', 'Course Notes', “Video Clips**”, 'Course Assignments' and 'Study Schedule'. Video clips that are supplemented to the course. They will only cover the main points of the course but not the whole content.
* Students are required to purchase the textbook on their own. For details, please refer to the column 'Required Textbook' below.
** Students in Postal Mode will receive printed course materials ONLY. NO video clips will be provided to students in Postal Mode
2 Introduction
Knowledge about brand management has become increasingly important for companies around the globe. Corporations nowadays recognize the value of brands. Its impact is not just consumer goods but also business-to-business setting, services industry, and non-profits organizations. Since the growing of importance of brand values for both customers and organizations, brand management has almost been built as a separate discipline within marketing.
This course examines the importance of building brand strategies that can enhance brand equity. The topics will be built around the strategic brand management process, which includes establishing brand values, implementing brand marketing programs, measuring brand performance and sustaining brand equity. The assignments are designed to facilitate students in applying the brand concepts into real-life setting. It helps the students in integrating the learning to their work.
This course examines the importance of building brand strategies that can enhance brand equity. The topics will be built around the strategic brand management process, which includes establishing brand values, implementing brand marketing programs, measuring brand performance and sustaining brand equity. The assignments are designed to facilitate students in applying the brand concepts into real-life setting. It helps the students in integrating the learning to their work.
3 Course Outline
Part I : Identifying and establishing brand values and positioning
Brands and brand management
Brand strategy
Brand positioning
Part II : Planning and implementing branding programs
Brand elements
Branding program and marketing mix
Part III: Measuring and interpreting brand performance
Brand equity
Brand evaluation
Part IV: Growing and sustaining brand equity
Brand extensions
Reinforcing and Revitalizing brand
Brands and brand management
Brand strategy
Brand positioning
Part II : Planning and implementing branding programs
Brand elements
Branding program and marketing mix
Part III: Measuring and interpreting brand performance
Brand equity
Brand evaluation
Part IV: Growing and sustaining brand equity
Brand extensions
Reinforcing and Revitalizing brand
4 Course Materials
English
5 Course Duration
Around 16 Weeks
6 Required Textbook
Keller, K L , Strategic Brand Management:Building, Measuring, and Managing Brand Equity, Prentice Hall
* Students are required to purchase the textbook on their own.
* Students are required to purchase the textbook on their own.