Brand and Product Management

The unit of study is aimed at introducing graduate students to aspects related to the branding of products and services in the marketplace. It will provide students with the knowledge and skills necessary in developing and administering policies and strategies for both the company's existing and new products with a competitive edge. The unit examines brands and their growing importance, consumers and brands, and what marketing executives need to do to manage brands strategically. More specifically, the unit incorporates key issues such as: measuring, managing and maintaining brand equity, brand positioning, strategic brand management, the role of marketing communications in creating a brand, co-branding, strategic alliances, managing brands over time, global brand management, services branding, and branding in the digital era.