| Course ID: | MARK 4780. 3 hours. |
| Course Title: | Consumer Marketing and Brand Management |
Course
Description: | A deep dive into the intersection of consumer psychology and brand management. Fundamental principles are reviewed and the application of these principles to influence brand identification, loyalty, and preference is discussed. Key steps involved in brand equity creation, from visual identity design to portfolio management, are explored. |
| Oasis Title: | Cons Marketing and Brand Mgmt |
| Duplicate Credit: | Not open to students with credit in MARK 4780E |
| Prerequisite: | MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, the student should be able to:
• Understand and appreciate the role of psychology in branding.
• Possess working knowledge of key psychological processes that influence consumers’ responses to branding (e.g., attitudes, emotions, social influence).
• Have a firm grasp of the drivers of brand equity.
• Understand how to leverage external entities in order to build brand associations.
• Analyze brand extensions in terms of their strategic strengths and weaknesses.
• Develop the strategy and plan the execution for a new venture, including the positioning, brand essence, desired brand associations, and visual identity. |
| Topical Outline: | • Learning and Memory: Awareness
• Affect and Cognition: Interest
• Attitude and Behavior: Desire
• Decision Making: Action
• Brand Positioning
• Selecting Brand Attributes and Developing Voice
• Developing a Brand Identity with Brand Labels and a Visual Identity System
• Creating and Leveraging Brand Associations
• Brand Mergers, Extensions, and Sub-Brands
• 3 Branding Cases (Rotating) |