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Brand Management Course: Advanced Certificate level The Brand Management course has six main modules: 1. 2. 3. 4. 5. 6.

Introduction to Brand Fundamentals From Product to Brand Strategic Considerations and Brand Equity Brand Communications and Advocacy Protecting and Sustaining a Brand Building Brand Experiences and CSR

Module One: Introduction to Brand Fundamentals

Module Two: From Product to Brand

Module Three: Strategic Considerations and Brand Equity

Module Four: Brand Communications and Advocacy

Module Five: Protecting and Sustaining Brand Equity

Module Six: Building Brand Experiences and CSR Course assessment and final examination In order to obtain the Advanced Certificate course in Brand Management participants are required to complete:

an assessment (during the course) examination, one hour (at the end of course)

The assessment is based on a document from which participants are asked questions to evaluate their understanding and comprehension of key concepts from the course. The purpose of the examination is to test, at one level, factual recall of critical concepts, and at a higher level, to allow participants the chance to apply knowledge assumed by the syllabus to completely unfamiliar situations e.g. a scenario. Less emphasis is placed on factual recall and greater placed on critical thinking and the application of concepts.

lease note: Course participants will find the course material more than adequate to cover the critical learning. The books, periodicals and websites below are to support and augment the course for outside reading. Books: 1. 2. 3. 4. 5. Temporal, P. (2010). Advanced Brand Management. 2nd Ed. John Wiley & Sons Daily, J.A. (2011). Advocacy championing ideas and influencing others: Yale Wheeler, A & Katz, J. (2011). Brand Atlas: John Wiley & Sons Kapferer, J.N. (2008). The New Strategic Brand Management: Kogan Page Keller, K.L et al. (2012). Strategic Brand Management: A European Perspective: Prentice Hall 6. Pine, J. & Gilmore, J.H. (2011). The Experience Economy: Updated Edition: Harvard Business School Press Periodicals:

The Economist paper and online version Harvard Business Review paper and online version MIT Sloan Management Review paper and online version Strategy + Business paper and digital version Bloomberg Business Week magazine - paper and digital version The Ecologist www.theecologist.org magazine only available online Financial Times paper and digital version

Web sites: 1. 2. 3. 4. 5. 6. 7. Brand Republic: www.brandrepublic.com Brand Z: www.brandz.com Brand Channel: www.brandchannel.com Interbrand: www.interbrand.com Financial Times: www.ft.com BBC: www.bbc.co.uk/news/business Reputation Institute: www.reputationinstitute.com