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2021 Spring

BRAND MANAGEMENT - MKT320/1 Spring 2021

Christopher Shallow
For information about registration please contact our admissions.


The aim of the course is to equip students with theoretical and practical knowledge necessary for a successful and efficient management of brands. It provides framework for analysis of the main factors determining success of a brand in the market and introduces techniques and tools necessary for management of brands, such as: development of vision for the brand, identify the correct market niche, design a communication and marketing strategy and implement it. The class will cover also the following topics: brand building, evaluation of brand definition, brand positioning, strength and profitability; evaluate brand’s maturity and repositioning of mature brands, rebranding topics, the link between brand and image of the corporation, corporate identity.

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