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
Credits
4
Pre-requisites
BA2040
Co-requisites
None
Can be taken twice for credit?
No
Discipline
CM (Communications)
Level
Undergraduate
Type
Regular
CAMS ID
2563
Last update with CAMS
Understand the principles of how strong brands are built. Competitive market analysis and strategic interpretation of competitive marketing strategies. Development of brand positioning statements and their operational application into the marketing mix. Students will also acquire knowledge of key branding tools used throughout the brand positioning process
Principles of successful go-to-market and competitive strategies.Presentations and student exercises on successful brand development cases (Nespresso, Toyota, US Cola War, Healthy Choice, Milka, Apple, Evian, Nike, Tag Heuer … and many others).
Brand portfolio management. Benefits and techniques of strategic brand architectures and brand stretching into new market segments.
Integrated marketing communications. Understanding of how integrated approaches to marketing & communication strategy work. Brand case team exercises.
Students will learn how to use key brand positioning tools such as competitive market mapping, brand laddering, brand essence work and writing of powerful positioning statements
Students will learn about key research methods most frequently used in the brand building and brand management exercise.
The consumer journey and its effects on purchasing behavior leads to a new form of retail strategy. Multi channel/multi media – students will learn about the new shopper and how to effectively target him/her in a fully connected world. If time permits: outlook into the third industrial revolution on its implication on business in the 21st Century.
Understand how to articulate and present in a captive and persuasive manner, including the use of information technology. Learn how to structure, format and animate effective power point presentations using text, animations, images and video to captivate and persuade an audience.
Term Code Name
Spring 2021 CM4048 MARKETING STRATEGIES FOR BRAND DVLPMT