This unit extends on the various aspects of advertising and marketing and applies these concepts to a brand equity perspective. The topics will be built around the product/brand management decisions and through seminars, case analyses and a brand audit project. The unit examines specific advertising and marketing topics related to building, measuring, and managing brand equity. Specifically, the unit examines various brand management decisions and the strategies and tactics to build measure and manage brand equity. These include (a) direct and indirect measures of brand equity, (b) structures of desired brand knowledge, (c) choice of brand elements, (d) development of supporting marketing... -- Course Website
