Course Title Brand Management

Target Audience People new to brand management and experienced brand managers

Language of Instruction English

Course Description

In this course, students will focus on different facets of brand management and understand the role of brand managers in building brands with purpose.

Course Learning Outcomes

By the end of this course, the students should be able to:

LO1: Have applied understanding of brand management fundamentals.

LO2: Real-world understanding of drivers that contribute to the success of a brand.

LO3: Understand brand strategy that encompasses various aspects of brand management.

LO4: Evaluate the effectiveness of marketing campaigns that you come across in real life.

LO5: Collaborate with your marketing team/creative agencies to solve real-life business problems.
Course Summary

Sr # Module Name Key Concepts/Topics Covered Assessments

Introduction to a. Definition of a brand (What makes up a brand)

1 Brand b. Fundamentals (Is brand management just communication or more) Kahoot Quiz
Management c. Brand equity (What are the drivers, and how can you control it?)

a. Market Research (Different types of research and desired outcomes)

b. Opportunity Sizing (Quantifying a new or existing category)
2 Brand Strategy Develop Brand Ethos of local brands.
c. Innovation & Renovation (Innovation process to bring an idea to life)
d. Brand Positioning (Brand Ethos)

a. Consumer Portrait (How to unearth the core insight of consumers)

Consumer b. Communication Development (Steps involved in developing a comm)
3
Communication c. Effective communication (Breaking down communication into its parts)
d. Communication testing (Drivers of a LINK Test)

Media Insights a. Media Best Practices (How to perform on YouTube and Facebook)
4 Presentation by students
b. Media planning (Media metrics for TV and Digital)

Measuring
a. Brand and business metrics (How to gauge the health of your brand)
5 Brand Talk by industry expert
b. Research Tools (BHT, HHP, Retail Audit)
Performance

Marketing
6 a. Award-winning campaigns (Criteria of Effie Awards) Reviewing award-winning campaigns
Awards