Strategic Brand Management
MKTG 532, Section 201
Fall, 2006 Professor Ralph Oliva
>>Course Objectives:
At the end of successful completion of this course, participants will be better able to:
- Understand brands, how they work, what they do, and their importance in Integrated Marketing and business practice
- Use and explain the basic language and lexicon of branding, and the role of segmentation in building brands.
- Deploy and help a firm implement a powerful tool and framework for better understanding, explaining, building, and communicating brands: “The BrandScape”.
- Understand and explain the concept of “Customer-Based Brand Equity”, and how to measure it, build it, and manage it.
- Use the latest tools and mobilize the latest thinking in launching, growing and managing a brand through the life cycle and across geographies.
- Better navigate the key issues and opportunities and trends surrounding brands, and
- Earn the title “Brand Coach”
You’ll gain insights from viewing 5-6 “BrandScapes” from your fellow Smeal MBA’s, as well as selected cases providing examples and views on strategic brand management in a spectrum of market situations.
This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003