Curriculum | Marketing and Brand Management

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Course content

The PG Certificate Programme in Marketing and Brand Management will include lectures and learning on the following topics.

  • Marketing - Back to Basics!

  • Revisiting Marketing Mix in the Digital Age

  • Contemporary Issues in Marketing

  • Marketing Environment

  • Introduction to Brand Management

  • Brand Image, Brand Identity and Brand Equity

  • Brands and Consumers

  • Brands and Social Media

  • Brand Positioning

  • Brand Extension

  • Managing Brand Over Time

  • Brand Metrics

  • Integrated Marketing Communication

  • Creative Brief

  • Corporate Communication and Reputation Management

  • IMC - Case Discussion

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