1 | Introduction to the course and review of the syllabus |
2 | Basics of Marketing; Historical Development of Marketing; Value Concept and Transaction of Value; Products in Contemporary Marketing |
3 | Market Analysis Segmentation, Targeting and Positioning The Marketing Mix: 4Ps of Marketing Product, Price, Place and Promotion Strategies A Communication Perspective Brand Positioning and Value |
4 | Brands and Brand Management: Why do we study it? |
5 | The Role of Brands Branding Concepts: Brand Awareness (Recognition and Recall), Brand Identity and Brand Image, Brand Personality, Brand Judgments, Brand Loyalty |
6 | Brand Equity; Marketing Programs for Brand Equity |
7 | Choosing Brand Elements; Other Branding Concepts |
8 | Strategy Building: Brand Building Tookit |
9 | Midterm |
10 | Brand Identity |
11 | Emerging Concepts in Branding |
12 | Presentations |
13 | Presentations |
14 | Presentations |