Brief Course Description
1. Course Title:
(EN) Brand Management
2. Language of Instruction:
Tiếng Anh
3. Course Code:
BUS603015
4. Credits:
3
5. Course Objectives:
Brand is one of the key important factors in the marketing strategy and business strategy of an organization. In the current fiercely competitive business environment, brand is a valuable asset that helps organizations build competitive advantages, thereby becoming a core factor in creating superior value and profits for the organizations. Building and developing a brand becomes a top priority in the marketing strategy and business strategy of an organization. The objective of this course is to provide students with knowledge and skills in building, developing and managing a brand. Based on the cornerstone of marketing and business management, this course will provide theoretical and practical foundations to help students gain in-depth understanding and apply them to building and managing brands for organizations.
6. Brief Description of Course Content:
The content of this course includes knowledge and skills on designing and implementing marketing programs and activities to build, measure and manage brand assets as well as manage and develop brands for organizations. One of the important goals of this course is to provide managers with knowledge and skills to improve and increase the sustainable profitability of brand strategies. The main contents of this course include: the concept of brand and brand management, developing brand strategy, designing and implementing brand marketing programs, measuring and evaluating brand effectiveness, and brand management.