Ever more companies have realized that one of the most valuable assets is the brand name associated with their product and service. In spite of the importance and the millions spent on planning and implementing of branding activities, many marketing professionals do not understand how to successfully manage their brands and how to integrate the brand into the overall marketing activities. This course aims to provide participants with:

- An understanding of the value of global brands

- Knowledge and skills to meet the challenges of successful brand management

- Insights on how to position the brand in consumers' minds

- Ability to assess and successfully implement brand elements and marketing activities to build brand equity

Classes consist of lectures, discussions, group debates, exercises, presentations, guest speakers and other activities. Students are expected to read the relevant materials and complete assignments prior to each class, and to participate actively in discussions and activities.