Anglo-American University Gestión de Marcas
| Nombre del curso | Gestión de Marcas |
| Código del curso | MKT320 |
| Descripción | The aim of the course is to equip students with theoretical and practical knowledg enecessary for a successful and efficient management of brands. It provides the framework for the analysis of the main factors determining success of a brand in the market and introduces techniques and tools necessary for management of brands, such as: development of vision for the brand, identify the correct market niche, design a communication and marketing strategy and implement it. The class will cover also the following topics: brand building, evaluation of brand definition, brand positioning, strength and profitability; evaluate brand’s maturity and repositioning of mature brands, rebranding topics, the link between brand and image of the corporation, corporate identity. |
| Resultados del Aprendizaje | After taking Brand Management, the student will be able to: – Explain the role of the brand in today’s economy; – Describe the purpose and methods of effectively managing brands including how to build brand equity and establish brand identity; – Formulate effective brand strategies for consumer and business goods and services; – Demonstrate the ability to conduct a critical brand audit, including recommendations for changes and improvement in brand management. |
| Escuela | Escuela de Administración de Empresas (SBA) |
| Nivel | Licenciatura |
| Número de créditos (US / ECTS) | 3 US / 6 ECTS |
| Requisitos previos | MGT248; MKT248 |