Strategic Product and Brand Management

Course Code: MS.4
Dates for this course:

7 – 8 February 2017
5 – 6 April 2017
5 – 6 June 2017
2 – 3 August 2017

Subject: Strategic Product and Brand Management
Course Fee: MYR 2,500



Who Should Attend?

  • Supervisors and Managers who want to enhance their marketing orientation to be able to contribute to Product and Brand Development.
  • Managers and Executives responsible for execution of strategies of the company
  • Personnel who want to go up the Corporate Ladder.

Learning Objectives

  • Understand & appreciate product and brand management
  • Understand & appreciate effective concepts for successful product and brand management.
  • Identify major product mix decisions
  • Understand and appreciate brand management concepts
  • Develop strong identities for products and brands.

Course Content

SESSION 1 – THE NEED FOR PRODUCT AND BRAND MANAGEMENT
  • The marketing concept and the system
SESSION 2 – THE ROLE OF THE PRODUCT AND BRAND MANAGER
  • Major functions and descriptions
SESSION 3 – DEVELOPING THE PRODUCT PLAN – THE MARKET & THE INDUSTRY
  • Selecting Strategies for Different Markets & Competitive Situations
  • Business Level Competitive Strategies
  • How to segment & target the Market
SESSION 4 – DEVELOPING THE PRODUCT PLAN: THE PRODUCT
  • The Product Life Cycle
  • The Ansoff Matrix/ the BCG Matrix/the McKenzie Model
SESSION 5 – DEVELOPING THE MARKETING MIX
  • Price
  • Promotions/Communications
  • Channels
  • People, Processes & Customer Services
SESSION 6 – INTRODUCTION TO BRANDS
  • Total Marketing & Branding – The Link
  • What is Branding?
  • Why Branding is important?
  • Why Branding is Strategy?
SESSION 7 – BRAND IDENTITY & BRAND PERSONALITY (VIDEO LEARNING)
  • Critical Questions for Brand Identity Verification
  • Why is Brand Identity important?
  • Sources of Identity
  • Brand Identity and Image – The differences
  • Personality and Brand Management
  • Brand Personality Scale Measures
  • Brand Positioning Statement
SESSION 8 – BRAND EQUITY
  • Brand Equity – What is it?
  • Source of Brand Equity
  • Choosing Brand Elements to Build Brand Equity
  • Key to Building Brand Equity
  • Brand Loyalty – What is it?
  • Measurement of Brand Loyalty
SESSION 9 – BRANDING STRATEGIES
  • Brand Creation – How?
  • Brand Extension – How?, Perimeters of Brand Extension
  • Brand Product Relationships – How
SESSION 10 – WRITING A PRODUCT/MARKETING/LAUNCH PLAN
  • Structure, Contents and Approach


 

Contact Form

 

+60 3 7931 6143