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Brand Management

Course Description: Experts emphasize that what is sold is the brand, not the product itself. Due to its importance in marketing, the study of brands and their management is crucial. This course addresses the fundamental elements of brand decision-making. For marketers, the product brand is a pivotal element, forming the basis for creating product demand, building its mental image, positioning it in the market, and other aspects. The brand is a very powerful marketing tool in the modern business environment, and it is an essential part of the business strategy at the corporate and functional levels. Building a brand represents a serious and integrated marketing effort undertaken by marketing teams.

Credit hours: 3

Objectives of the course :

By the end of this course, the student will be able to:
1. Evaluating the scope of brand management activities across the value chain in organizations and analyzing their relationship with various other business areas.
2. Discuss product and brand planning, development, execution, and evaluation, including brand selection, development, and positioning in the context of emerging technologies.
3. Analyzing the different methods for measuring the overall effectiveness of a brand program.
4. Analyzing contemporary problems in brand management and developing appropriate strategies to address them.
5. Comparison of different methods for measuring the effectiveness of a holistic brand program.
6. Discuss the different methods for determining and allocating budgets for selecting branding strategies.

Course outputs :

1. Differentiating between concepts, principles, and theories in brand management.
Applying concepts, principles, and theories in different situations for brand management.
3. Demonstrating written communication skills.
4. Possess oral communication skills.
5. Possessing skills in using computer applications for brand management.
6. Possessing scientific research skills in brand management.
7. Possessing critical thinking and analytical skills in brand management areas.
8. Possess strategic thinking and problem-solving skills in brand management.
9. Belief in and practice of sustainability principles in brand management.
10. Possessing leadership, teamwork, and decision-making skills in brand management.
11. The ability to distinguish between ethical issues in brand management.
12. Possessing social responsibility competence in brand management.
13. The ability to deal with cultural diversity in brand management.

Additional information:

Last updated: 2026-05-10