Strategic Brand Planning

Course Code: AAM 5030

Academic Year: 2020-2021

In this course students examine fundamentals of strategic brand planning and review its evolving role within the business and marketing communications planning processes. Emphasis is placed on managing the brand through creative process. Examination of national and international brand names, their evolution, reinforcement and measurement is reviewed. Students use product matrix creation to examine a brand's name in the use of brand families and product line introductions. Students explore quantitative analysis at an introductory level. Through case studies and class assignments, students learn about the role market research plays in informing strategic thinking. They synthesize market research data and information into the more complex planning process using vision, intuition and critical thinking skills. The students apply original thinking to strategic development and decision-making processes. They develop effective strategies and briefs to convey strategic direction to all parties involved in the strategic planning process and evaluate the relevancy of program recommendations.