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BUS 3000 Brand Management
Business, Communications & Liberal Arts Program
French Riviera, France
Dates: 1/2/21 - 4/20/21
BUS 3000 Brand Management
OVERVIEW
CEA CAPA Partner Institution: SKEMA Business School
Location: French Riviera: Antibes, France
Primary Subject Area: Business
Other Subject Area: Marketing
Instruction in: English
Course Code: BUS 3000
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Intro to Business
DESCRIPTION
This course develops an appreciation amongst students of the importance of strategy in the development of successful brands. It explains how brand strategies and tactics align with the corporate vision and positioning strategy, and discuss strategic issues involved in creating, revitalizing, sustaining, and extending brand equity. How to assess brand performance using brand audit and brand metrics is also discussed.