This module aims to introduce the main theoretical and managerial concepts and issues related to business-to-consumer and business-to-business marketing and strategic market relations from a branding and product and service strategy perspective. The students are introduced to brand strategy frameworks, emphasizing how effective, strategy-linked brand positioning and architecture are essential in delivering a clearly defined and differentiating value proposition and customer offering. The emphasis will be on brand-building marketing and communication programs which can be used to meet company goals and objectives.
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