Brand Management

Entry requirements

n/a

Months of entry

Anytime

Course content

This online microcredential aims to develop students' understanding of brand management and how organisations use brands to connect with customers and build loyalty.

Brand building is considered both an art and a science. Building and maintaining brand equity is an important management task. In many organisations, brands are listed on the balance sheet as an asset. Additionally, brands play an important role in driving demand for a company's products resulting in revenue and ongoing customer relationships.

During this course, we will look at some of these key concepts including how organisations assess the value of their brand building activities, how they tailor brand management activities for global and digital brands, and how they create branding appeals for different consumer audiences. By the end of this course, students should be able to analyse their own organisational brands and use the consumer-based brand equity (CBBE) model to inform their own brand management programmes.

Upon successful completion, students will receive a digital badge, certificate of completion, and five Master's credits.