| The module focuses on branding as a central concept in marketing and how to build a strong brand identity, a superior brand experience, and lasting brand loyalty. Unit 1: Topics covered will include: What is a brand? Brand vs product Importance of brands to consumers Importance of brands to firms, Concept of brand equity, Brand image and brand awareness, Brand building CBBE model. Positioning POPS and PODs Target market, Core brand values, Developing IMC Programmes, Leveraging secondary associations, Co-Branding, Personalizing marketing concepts, Experiential marketing, One-to-one marketing. Unit 2: Qualitative research techniques: Projective techniques, ZMET; Quantitative research techniques, Competitive success, DDCE model, Creating powerful brands online, brand experience, Brand Equity of online brands, Managing brands over time: Reinforcement strategies. |
Administrative assistant: TASLIMA BOODHUN-JHUMKA
Telephone: 4037400
Email: t.boodhun@uom.ac.mu |
