THIS COURSE AIMS TO INTRODUCE THE STUDENTS TO THE ROLE OF BRANDING AND INTEGRATED BRANDING METHODS IN MARKETING AND STRATEGIC PLANNING. IN ESSENCE, THIS COURSE SETS OUT THE FUNDAMENTAL CONCEPTS OF BRANDING AND THE IMPLICATIONS OF BRANDING ON BUSINESS PERFORMANCE BOTH SHORT TERM AND LONG TERM BENEFITS. THE IMPORTANCE OF BRANDING THAT EMPHASIS ON PRODUCT AND SERVICES DEVELOPMENT WITH SUSTAINABILITY ELEMENTS â WATER, ENERGY, HEALTH, AGRICULTURE, BIODIVERSITY, PRODUCTION AND CONSUMER CONSUMPTION ARE THE CENTRAL FOCUS OF BRAND MARKETING. STUDENTS CAN LEARN HOW THE EFFECTIVE USE OF SUSTAINABILITY BRANDING CAN LEAD TO SUCCESS IN MARKETING. ADDITIONALLY, THE COURSE WILL INTRODUCE THE CONCEPT OF SUSTAINABLE BRAND EQUITY WHICH CAN PROVIDE STUDENTS WITH VALUABLE PERSPECTIVE AND A COMMON DENOMINATOR TO INTERPRET THE POTENTIAL EFFECTS AND TRADEOFFS OF VARIOUS STRATEGIES AND TACTICS FOR THEIR BRANDS MANAGEMENT ESPECIALLY â THE DESIGN AND IMPLEMENTATION OF MARKETING PROGRAMS AND ACTIVITIES TO BUILD, MEASURE, AND MANAGE BRAND EQUITY. THE COURSE ALSO INCORPORATES CURRENT THINKING AND DEVELOPMENTS ON THESE TOPICS FROM BOTH ACADEMICS AND INDUSTRY PARTICIPANTS, AND COMBINE A COMPREHENSIVE THEORETICAL FOUNDATION WITH SUSTAINABLE PRACTICAL INSIGHTS TO ASSIST MARKETERS IN THEIR DAY-TO-DAY AND LONG-TERM BRAND DECISIONS IN EXPANDING THE BUSINESS OPPORTUNITIES.
Skill Level: Beginner