Branding and Brand Management is a marketing course for all JI undergraduates. It is closely linked to the key word: brand, which acts as the carrier of enterprises’ core competitiveness.
This course contains the connotation of brand, brand creation and co-creation, brand measurement, brand extension, brand communication and brand crisis management. To bridge theory and practice, the course interweaves lectures, mid-term QUIZ and case discussions.
The course culminates in a brand audit group project that the students present in the final days of class. The project requires students to pick one brand from the list of the Interbrand Top 100 brands and assess the current state of the brand.
Advanced Branding and Brand Management is a senior marketing course for JI undergraduates who has taken prerequisite course Branding and Brand Management (VX251). Based on knowledge attained in the prerequisite, this course is closely linked to brand equity, which acts as measurement of an enterprises’ core competitiveness. This course contains marketing-related concepts, brand elements, brand communication, brand equity and brand crisis management. In addition, some corporate management theories are also involved in this course, such as business model, entrepreneurship and leadership. To bridge theory and practice, the course interweaves lectures, case discussions and group presentation.
The course culminates in a brand audit group project that the students present in the final days of class. The project requires students to select an existing corporate brand, evaluate its brand equity systematically and try to provide recommendations for the brand going forward.
VX451- Open Soon