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BUS631: Brand Management
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Study Guide: Unit 1
Course Syllabus
Course Syllabus
Unit 1: The Principles of Strategic Brand Management
1.1: Brand Management Strategic Models
Branding and the Brand Building Process
1.2: Multi-brand Company's Strategic Plan Goal Setting
Strategy and Context
1.3: Modeling Long-Term Brand Strategy
Common Branding Strategies
Unit 1 Study Resources
Unit 1 Review Video
Unit 1 Review Slides
Study Guide: Unit 1
Unit 1 Assessment
Unit 1 Assessment
Unit 2: Consumer Choice: Loyalty, Preference, and Brand Equity
2.1: Customer-Based Brand Equity
Brand Equity Models
Loyalty Management
2.2: Consumer Buying Loyalty Factors
Customer Journey Mapping
2.3: The Consumer Journey
Five KPIs Every Business Must Consider
Unit 2 Study Resources
Unit 2 Review Video
Unit 2 Review Slides
Study Guide: Unit 2
Unit 2 Assessment
Unit 2 Assessment
Unit 3: The Brand Audit: Asset Development
3.1: Strategic Imperatives
Brand Auditing and Brand Salience Management
Strategies: Principles of Management
Mediators of the Customer Satisfaction-Loyalty Relationship
3.2: The Core Brand Identity
Uncovering the Corporate Brand's Core Values
3.3: Brand architecture
Consumer Reliance on Alternative Digital Touchpoints
Branding, Labeling and Packaging
Unit 3 Study Resources
Unit 3 Review Video
Unit 3 Review Slides
Study Guide: Unit 3
Unit 3 Assessment
Unit 3 Assessment
Unit 4: Brand Portfolio Management
4.1: Strategies in Managing Brand Portfolios
Strategic Portfolio Planning Approaches
Product Portfolio Management
4.2: Product Expansion/Growth Matrix
Portfolio Planning and Corporate Level Strategy
4.3: New Product Development Stages for Brand Expansion
Concentration Strategies
Unit 4 Study Resources
Unit 4 Review Video
Unit 4 Review Slides
Study Guide: Unit 4
Unit 4 Assessment
Unit 4 Assessment
Unit 5: Sustainable Competitive Advantage
5.1: Competitive Differentiation
Porter's Generic Strategies and Firm Performance
Differentiation: Mastering Strategic Management
5.2: Competitive Intelligence
Competitive Intelligence Information
Business Process Performance Measurement
The Global Business Environment
5.3: Ethical Brand Management
Marketing Ethics: Selling Controversial Products
Unit 5 Study Resources
Unit 5 Review Video
Unit 5 Review Slides
Study Guide: Unit 5
Unit 5 Assessment
Unit 5 Assessment
Unit 6: Brand Research and Trends
6.1: Macro Environmental Factors Impacting Brand Success
PESTLE Analysis
Marketing Information Systems
From Information Experience to Consumer Engagement
The Marketing Environment
6.2: Micro Environmental Factors Impacting Brand Success
Analyzing the Organization's Micro-Environment
6.3: SWOT Analysis For Financial Opportunity
SWOT Analysis: Mastering Strategic Management
Unit 6 Study Resources
Unit 6 Review Video
Unit 6 Review Slides
Study Guide: Unit 6
Unit 6 Assessment
Unit 6 Assessment
Unit 7: The Study of Brand Positioning Using Integrated Marketing Communications
7.1: Brand Positioning Model
The Language of Brands in Social Media
Integrated Marketing
7.2: Gap Analysis for Opportunity
Developing Insights from Social Media
7.3: Digital and Promotional Marketing
How to Catch Consumers' Attention
Unit 7 Study Resources
Unit 7 Review Video
Unit 7 Review Slides
Study Guide: Unit 7
Unit 7 Assessment
Unit 7 Assessment
Unit 8 Consumer Relationship Management (CRM)
8.1: Customer Based Brand Equity
Understanding Consumer Behavior
Social Customer Relationship Management
Factors that Influence Consumers' Buying Behavior
8.2: Brand Growth through Consumer Relationships
What is Marketing?
8.3: Customer Lifetime Value
Marketing and Customer Relationships
Unit 8 Study Resources
Unit 8 Review Video
Unit 8 Review Slides
Study Guide: Unit 8
Unit 8 Assessment
Unit 8 Assessment
Unit 9 User Experience (UX)
9.1: Introduction to UX
A Performance Perspective on UX
Understanding UX Better
9.2: Customer Lifecycle Management
From Information Experience to Consumer Engagement
9.3: Design Thinking
What is Design Thinking?
Unit 9 Study Resources
Unit 9 Review Video
Unit 9 Review Slides
Study Guide: Unit 9
Unit 9 Assessment
Unit 9 Assessment
Unit 10: Technology and Brand Management
10.1: Market Intelligence
Determinants of Brand Loyalty of Sports Footwear
Strategic Social Media Marketing
10.2: Brand CRM Applications
Data Governance Issues in Digital Marketing
10.3: Marketing Technology Applications
Big Data Analytics and Sales Performance
Predictive Analytics and Consumer Loyalty
Unit 10 Study Resources
Unit 10 Review Video
Unit 10 Review Slides
Study Guide: Unit 10
Unit 10 Assessment
Unit 10 Assessment
Study Guide
BUS631 Study Guide
Course Feedback Survey
Course Feedback Survey
Certificate Final Exam
BUS631: Certificate Final Exam
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BUS631: Brand Management
Study Guide: Unit 1
Study Guide: Unit 1
Completion requirements
We also recommend that you review this Study Guide before taking the Unit 1 Assessment.
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Study Guide: Unit 1
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Course Syllabus
Branding and the Brand Building Process
Strategy and Context
Common Branding Strategies
Unit 1 Review Video
Unit 1 Review Slides
Unit 1 Assessment
Brand Equity Models
Loyalty Management
Customer Journey Mapping
Five KPIs Every Business Must Consider
Unit 2 Review Video
Unit 2 Review Slides
Study Guide: Unit 2
Unit 2 Assessment
Brand Auditing and Brand Salience Management
Strategies: Principles of Management
Mediators of the Customer Satisfaction-Loyalty Relationship
Uncovering the Corporate Brand's Core Values
Consumer Reliance on Alternative Digital Touchpoints
Branding, Labeling and Packaging
Unit 3 Review Video
Unit 3 Review Slides
Study Guide: Unit 3
Unit 3 Assessment
Strategic Portfolio Planning Approaches
Product Portfolio Management
Portfolio Planning and Corporate Level Strategy
Concentration Strategies
Unit 4 Review Video
Unit 4 Review Slides
Study Guide: Unit 4
Unit 4 Assessment
Porter's Generic Strategies and Firm Performance
Differentiation: Mastering Strategic Management
Competitive Intelligence Information
Business Process Performance Measurement
The Global Business Environment
Marketing Ethics: Selling Controversial Products
Unit 5 Review Video
Unit 5 Review Slides
Study Guide: Unit 5
Unit 5 Assessment
PESTLE Analysis
Marketing Information Systems
From Information Experience to Consumer Engagement
The Marketing Environment
Analyzing the Organization's Micro-Environment
SWOT Analysis: Mastering Strategic Management
Unit 6 Review Video
Unit 6 Review Slides
Study Guide: Unit 6
Unit 6 Assessment
The Language of Brands in Social Media
Integrated Marketing
Developing Insights from Social Media
How to Catch Consumers' Attention
Unit 7 Review Video
Unit 7 Review Slides
Study Guide: Unit 7
Unit 7 Assessment
Understanding Consumer Behavior
Social Customer Relationship Management
Factors that Influence Consumers' Buying Behavior
What is Marketing?
Marketing and Customer Relationships
Unit 8 Review Video
Unit 8 Review Slides
Study Guide: Unit 8
Unit 8 Assessment
A Performance Perspective on UX
Understanding UX Better
From Information Experience to Consumer Engagement
What is Design Thinking?
Unit 9 Review Video
Unit 9 Review Slides
Study Guide: Unit 9
Unit 9 Assessment
Determinants of Brand Loyalty of Sports Footwear
Strategic Social Media Marketing
Data Governance Issues in Digital Marketing
Big Data Analytics and Sales Performance
Predictive Analytics and Consumer Loyalty
Unit 10 Review Video
Unit 10 Review Slides
Study Guide: Unit 10
Unit 10 Assessment
BUS631 Study Guide
Course Feedback Survey
BUS631: Certificate Final Exam
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