
Overview
The Strategic Brand Management course is part of the Marketing in a Digital World MicroMasters Program from Curtin University - CurtinX.
In this course, part of the Marketing in a Digital World MicroMasters program, you will learn how to apply the concepts of advertising and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.
You will learn how to:
- Develop a framework to identify and establish brand positioning and values to build customer based brand equity
- Plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity
- Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity
- Design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).
The branding landscape is fast-paced and continually changing, yet is a stimulating and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.
What you'll learn
- How to identify and establish brand positioning and values
- How to plan and implement brand marketing programs
- How to evaluate a brand equity management system
- How to design strategies that retain existing brand resonance
Get more details
Visit university websiteProgramme Structure
Courses include:
- Customer-based brand equity (CBBE)
- Brand resonance
- Brand elements
- Brand value chain
- Designing brand building marketing programs
- Designing and implementing brand architecture strategies
- Brand extensions
- Managing brands over time
- Managing brands over geographic boundaries and market segments
Check out the full curriculum
Visit university websiteKey information
Duration
- Part-time
- 3 months
Start dates & application deadlines
Language
Delivered
Disciplines
Project Management Marketing Management View 4 other Short Courses in Project Management in United Arab EmiratesExplore more key information
Visit university websiteAcademic requirements
We are not aware of any specific GRE, GMAT or GPA grading score requirements for this programme.
English requirements
We are not aware of any English requirements for this programme.
Other requirements
General requirements
Prerequisites
- Successful completion of Digital Branding and Engagement and Reputation Management in a Digital World.
Make sure you meet all requirements
Visit university websiteTuition Fee
-
International
199 USD/fullTuition FeeBased on the tuition of 199 USD for the full programme during 3 months. -
National
199 USD/fullTuition FeeBased on the tuition of 199 USD for the full programme during 3 months.
- Limited access: Free
- Unlimited access + Verified Certificate for $199 USD