---

Faculty: Economics and Administrative Sciences

Department: Business Management

Course Code: To be announced soon…

Course Description: Brand Management is a comprehensive course designed to immerse students in the world of branding, emphasizing its paramount importance in modern business. Through this course, students will explore the essence of brands, their strategic significance, and the dynamic landscape they operate in. The curriculum delves into fundamental branding principles, equipping students with the skills to analyze, create, and nurture strong brand identities. It also encompasses consumer behavior insights, global brand management challenges, ethical considerations, and the measurement of brand effectiveness. Moreover, students will engage in practical exercises, including a group project, to develop a deep understanding of brand management’s real-world applications. This course empowers participants to become adept brand strategists ready to tackle the evolving branding challenges of the future.

This course aims to equip students with a profound understanding of brand management, enabling them to navigate the complex and ever-changing world of branding with confidence and expertise. Through a blend of theoretical knowledge and practical applications, students will develop the ability to analyze, create, and strategically manage brands to drive business success. By exploring the core principles of branding, students will gain insights into the significance of brand equity, positioning, and differentiation. They will also delve into the intricacies of consumer behavior and perception, learning how to build and maintain strong brand relationships.

Furthermore, this course aims to foster a global perspective on brand management, addressing the challenges and opportunities associated with international markets. It emphasizes ethical considerations in branding and equips students with the tools to measure and evaluate brand performance effectively. Ultimately, this course aims to empower students to become effective brand strategists who can apply their knowledge to solve real-world brand management challenges and make informed decisions in an increasingly competitive and dynamic business environment.

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Introduction to Marketing and Fundamentals of Branding	The Role of Branding Models: Brand Awareness, Brand Identity and Brand Image, Brand Personality, Brand Judgement and Brand Loyalty	Brand Positioning Models and Marketing of Brand Equity	Quiz Brand Portfolio Management and Internal Brand Management	Final Exam Global Branding

Online Component

Project Presentations

Assessment and Evaluation:

• Quiz (15%)
• Project Presentation (35%)
• Final Exam (50%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)