Brand Management and Strategy Course

Course Description

Welcome to our advanced course on Brand Management and Strategy, a crucial component of the Marketing in a Digital World MicroMasters program. This comprehensive course delves into the intricate world of branding, equipping you with the knowledge and skills to build, measure, and manage successful brands in today's dynamic digital landscape.

What You'll Learn

• Developing a framework for brand positioning and values
• Implementing effective brand marketing programs
• Evaluating and managing brand equity systems
• Designing strategies to maintain brand resonance
• Understanding the complexities of brand management across different markets and cultures

Prerequisites

To excel in this course, you should have successfully completed:

• MKT1x: Digital Branding and Engagement
• MKT2x: Reputation Management in a Digital World

Course Coverage

• Introduction to brand management
• Customer-based brand equity (CBBE)
• Brand resonance
• Brand elements
• Brand value chain
• Designing brand-building marketing programs
• Brand architecture strategies
• Brand extensions
• Managing brands over time
• Global brand management and market segmentation

Who This Course Is For

This course is ideal for professionals in marketing, communications, public relations, social media, and advertising who want to enhance their branding expertise. It's also suitable for entrepreneurs and business owners looking to build strong brands for their ventures.

Real-World Application

The skills acquired in this course are directly applicable to real-world scenarios. You'll be able to:

• Create compelling brand strategies for products and services
• Develop integrated marketing communications that reinforce brand identity
• Measure and optimize brand equity for improved market performance
• Navigate the challenges of global branding and market segmentation
• Adapt brand strategies to changing market conditions and consumer preferences

Syllabus

By enrolling in this course, you're not just learning about branding – you're investing in a skill set that's highly valued in today's marketing landscape. Whether you're looking to advance your career, improve your company's branding strategies, or gain a competitive edge in the digital marketplace, this course will provide you with the tools and knowledge to succeed. Join us and become a master of brand management in the digital age!