Weeks | Topics |
1 |
Brands and Brand Management
|
2 |
Customer Based Brand Equity
|
3 |
Brand Positioning
|
4 |
Choosing Brand Elements to Build Brand Equity
|
5 |
Designing Marketing Programs to Build Brand Equity
|
6 |
Integrating Marketing Communications to Build Brand Equity
|
7 |
Midterm exam
|
8 |
Leveraging Secondary Brand Associations to Build Brand Equity
|
9 |
Developing a Brand Equity Measurement and Management System
|
10 |
Measuring Sources of Brand Equity: Capturing Customer Mind-Set
|
11 |
Measuring Outcomes of Brand Equity: Capturing Market Performance
|
12 |
Designing and Implementing Branding Strategies
|
13 |
Introducing and Naming New Products and Brand Extensions
|
14 |
Managing Brands over Time
|