Brand Management

Course ID
MKT 7572
Level
Graduate
Credits
3.0

The focus of the brand management course will be on marketing decision making. The emphasis is on writing a marketing plan, or updating an old plan that has gone stale, and being able to do this when the page is blank. In prior courses, students probably studied “marketing opportunity analysis.” The brand management mindset requires that these so called opportunities — to launch new products or line extensions, or retool the marketing mix to gain market share — be operationalized and brought down to ground level. With competitors swarming all over the place, what exactly should/can students do to gain competitive advantage and build brand equity?

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