Master of Science in Marketing Management
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Module 6 : Brand Equity
OBJECTIVES
Brand equity is a set of brand assets and liabilities linked to a brand, its name or symbol, that add to or substract from the value provided by a product or service to a firm and/or to that firm's customers (Aaker, 1991).
The main objective is to examine how companies can increase their brand equity and then the value of their brand portfolio.
COURSE CONTENT
The course is structured to handle topics including:
Conceptualising and Measuring Brand Equity
Management of brand extensions: risks and opportunities
Managing brands across borders: globalization or local adaptation?
Measuring the effects of marketing programs on brand equity ...
Full course content available upon request
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Concentration Courses
Marketing Management : A Decision Making Approach
Market analysis, performance measurements and market research results
Services Marketing
Service policies, managing quality, pricing policy, setting-up networks...
Marketing Research
Qualitative and quantitative marketing research, case studies...
Customer Equity
Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...
B2B Marketing
Organizations as customers, professional markets, key account management...
Brand Equity
Brand management territory, brand personality, product mix, brand security...
E-Commerce and Hi Tech Marketing
On line buying studies, technical approaches, data bases, virtual consumers...
Advertising Management
Advertising strategy, media decisions, advertising evaluation, ethical issues...
Marketing Planning
Concept of business mission, nature of marketing audit, components of core strategy...
Luxury Brands Management
Luxury market, buying and consumers, distribution and marketing of luxury products...
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