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MBA Strategic Brand Management

€12,500.00
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COURSE DESCRIPTION

The full MBA study program, consisting of one year, 10 + 2 modules postgraduate MBA academic course, built from an ambition to focus on global brands. To understand and connect cultures &  deepen your knowledge of the development management, and communication of global brands by working in a highly motivated environment that think interculturally and act in a team-oriented manner.

CERTIFICATION

On completion of this course, students will achieve RQF / EQF Level 7 Qualification Diploma in Strategic Business Management and also the full MBA Degree.

LEARNING OUTCOMES

  • Explain the importance of Brand Management, innovation, and creativity in the modern workplace.
  • Describe a range of Brand management styles and approaches and their effect on creativity and innovation.
  • Assess the benefits of Brand Evaluation in various management styles and approaches, and use the ones that are best suited to particular organizational situations.
  •  Assess the benefits, disadvantages, and risks of Brand Evaluation innovation and decision making.
  • Analyze the evolution of Brand management and Brand evaluation.
  • Evaluate the Brand development business case for quality and the management concept.

  • Describe the role of standards and regulations as well as quality processes in the Brand Management Quality System.
  • Contrast Quality Assurance with Quality Control in Brand Evaluation.
  • Evaluate Quality Assurance models for change and quality improvement through input elements of brand Evaluation.
  • Critically assess the Output dimensions of Brand Evaluation and the role of quality control in the modern organization.

  • Understand the role of brands in the current context, where competition is fierce and tangible aspects can be easily copied.
  • Be involved with the main concepts concerning brand management.
  • Learn to identify the essential values of a brand, its strong points, and weaknesses, and understand the difference between what a company sells and what the consumer buys.
  • Practice with all the concepts through a final assignment that has a very practical approach: build a brand concept and the strategy around it.
  • Understand the different agents that play a role in the process of brand management: client, agency, designer, brand manager
  • Explain the law-making process and sources of law in the Brand Management system.
  • Identify legal issues in a variety of business situations related to Brand development.
  • Analyze and apply legal rules to resolve factual problem situations.
  • Demonstrate an appreciation of the British, European and international perspectives governing legal aspects of Brand Management.

  • Explain the role of market segmentation in marketing decision making, generally, and in developing the marketing mix.
  • Assess the role of the marketing mix within the context of marketing decision making.
  • Evaluate each of the marketing mix parameters, and assess the role of the additional mix Parameters in services offerings.
  • Apply the marketing mix in practice, both in the private and non-profit sectors.

  • Critically evaluate the contribution of Brand segmentation and market research in international marketing
  • Assess the role of scanning the market environment in identifying opportunities and threats in the
  • marketplace.
  • Research and evaluate Brand information to assess an organization’s marketing strategy.
  • Compare and contrast market entry strategies.
  • Assess how the marketing mix can be configured to achieve market strategy objectives.

  • Describe and assess the factors that are most likely to drive Brand innovation in your organization.
  • Develop a Brand innovation process from the original idea to planning implementation.
  • Assess different ways of identifying and evaluating Brands.
  • Describe ways in which organizations can encourage and facilitate Brand innovation.
  • Understand concepts and techniques to improve the long-term profitability of the brand strategies
  • Evaluate the branding challenges and opportunities
  • Describe The brand equity concept
  • Identifying and Establishing Brand Positioning and Values.
  • Measuring and Interpreting Brand Performance
  • Growing and Sustaining Brand Equity

  • Understand the importance of cash flow and working capital in Brand Management.
  • Assess the role played by the management of stock through Brand Evaluation.
  • Identify key issues in the financial management of the financial dimension of Brand Evaluation.
  • Evaluate the financial performance through the use of key financial ratios.
  • Understand the use of budgets in financial control.

  • Identify appropriate methods for raising finance in Brand management.
  • Understand the importance of cash flow and working capital of brand financial potential,
  • Identify key issues in financial management as part of brand management.
  • Evaluate financial performance through the use of key financial ratios.
  • Identify appropriate methods for raising finance in Brand development.
  • Select appropriate sources of finance for businesses.

Course Features

  • Lectures 74
  • Quizzes 0
  • Duration 15 months
  • Skill level MBA Degree
  • Language English
  • Students 21
  • Assessments Yes

You have 47 weeks 6 days remaining for the course

  • Brand Evaluation and Management based on ISO 20671 6

    • Lecture1.1
      • The Brand Evaluation approach
    • Lecture1.2
      • Management styles
    • Lecture1.3
      • Innovation and change management in Brand evaluation framework
    • Lecture1.4
      • Activities influencing brand value
    • Lecture1.5
      • Individual and team responsibility in Brand Evaluation
    • Lecture1.6
      • Performance management
  • Implementation of Brand Management and Managing Quality Systems based on ISO 20671 7

    • Lecture2.1
      • Development of Brand Evaluation quality system
    • Lecture2.2
      • Customer satisfaction
    • Lecture2.3
      • Quality and organizational structure in Brand Management
    • Lecture2.4
      • Planning – standards, regulations and compliance of Brand Evaluation
    • Lecture2.5
      • Assurance – self-assessment and external assessment, models of assurance
    • Lecture2.6
      • Control – customer complaints, Statistical Quality Control
    • Lecture2.7
      • Results of Brand Evaluation
  • Introduction to Brand Management 9

    • Lecture3.1
      • Branding, Brand and Brand Strategy
    • Lecture3.2
      • Brand Identity, Brand Image
    • Lecture3.3
      • Brand Communication and Brand Experience. Brand Touchpoints
    • Lecture3.4
      • Segmentation, Targeting and Insights. How to build a powerful Brand
    • Lecture3.5
      • Brand Concept, Brand Essence, Brand Models and Positioning
    • Lecture3.6
      • Naming, Brand Architecture and Brand Extensions
    • Lecture3.7
      • The role of “design” within Branding
    • Lecture3.8
      • Communication Plan and Commercialization Plan
    • Lecture3.9
      • Complementary content: personal branding, branding 2.0, the branding agencies
  • Marketing & Communications 7

    • Lecture5.1
      • Marketing overview – PESTLE analysis, Porter’s Five Forces framework
    • Lecture5.2
      • Market segmentation
    • Lecture5.3
      • Portfolio analysis
    • Lecture5.4
      • Market positioning
    • Lecture5.5
      • The buying process
    • Lecture5.6
      • The marketing mix – 4Ps and 7Ps extended mix
    • Lecture5.7
      • Communication – customer value, branding
  • Brand Market Research 8

    • Lecture6.1
      • Types of markets
    • Lecture6.2
      • Brand segmentation and Market targeting
    • Lecture6.3
      • Brand differentiation
    • Lecture6.4
      • Analyzing the market environment – PESTLE analysis, SWOT analysis, Porter’s Five Forces
    • Lecture6.5
      • Brand positioning strategies
    • Lecture6.6
      • Portfolio analysis and growth strategies – Ansoff’s matrix
    • Lecture6.7
      • Brand Market entry
    • Lecture6.8
      • Marketing mix and marketing plan for Brand development
  • Brand Measurement & Reporting 6

    • Lecture7.1
      • Definitions of innovation
    • Lecture7.2
      • Push/pull drivers
    • Lecture7.3
      • Process of innovation in Brand Management (theory and practice) – classic view, the development funnel, the pentathlon framework
    • Lecture7.4
      • Identifying and evaluating Brands – internal and external sources, input and output, industry and market changes
    • Lecture7.5
      • The business plan in Brand Management
    • Lecture7.6
      • Corporate entrepreneurship and business innovation
  • Financial and Brand Management Controlling 5

    • Lecture8.1
      • Cash and working capital in Brand Management
    • Lecture8.2
      • Stock
    • Lecture8.3
      • Financial management – use of financial statements of a brand.
    • Lecture8.4
      • Sources of finance
    • Lecture8.5
      • Accounting standards – GAAP, SSAP, FRS, IAS
  • Managing Brand and Working Capital 6

    • Lecture9.1
      • Cash and working capital in Brand Management
    • Lecture9.2
      • Working capital cycle of Brand
    • Lecture9.3
      • Stock
    • Lecture9.4
      • Financial management – use of financial statements in Brand Evaluation
    • Lecture9.5
      • Budgeting of Brand
    • Lecture9.6
      • Raising finance for Brand Development
  • Strategic Brand Management 6

    • Lecture10.1
      • Brands and brand management
    • Lecture10.2
      • Based brand equity Preview
    • Lecture10.3
      • Brand positioning
    • Lecture10.4
      • Designing and Implementing Branding Strategies
    • Lecture10.5
      • Evaluating brand extension opportunities
    • Lecture10.6
      • Managing Brands over Geographic Boundaries and Market Segments
  • Two Additional Exams 2

    • Lecture11.1
      Implementing Strategy
    • Lecture11.2
      Research Project
  • Master Theses 1

    • Lecture12.1
      Research
€12,500.00