Brand and Product Management (Stand-Alone Course)

This course provides a comprehensive understanding of the interconnection between business strategy and brand strategy, enhancing learners’ marketing knowledge and strategic thinking skills. It explores key concepts such as brand and product positioning, customer-based brand equity, and the design and execution of brand marketing programs. Participants will also learn how to select brand elements to build equity, evaluate brand performance, introduce and name new products, manage brand extensions, and sustain brand success across time, regions, and market segments.

*A continuing education unit equals 10 contact hours.

1. Define the role of product management and how it applies to your organization
2. Analyze the product’s situation to identify opportunities to improve performance and threats to achieving this
3. Compare different Market strategies to develop new products
4. Develop appropriate marketing mix components to build brand equity
5. Identify the importance of consumer perception of quality and value
6. Construct appropriate product & brand plans and strategies

Applicants must pass Standardized English Proficiency Test (SEPT)/Online English Placement Test (OEPT) with Live Proctoring and score level ENGGB1A.