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Course Description

Find out how to take a more disciplined financial approach to brand and marketing investments in this final course for the Brand Management certificate. You'll learn to measure and track the value of your brands (consistent with new global standards) and marketing efforts in more confident, sophisticated ways. You'll learn global concepts of brand equity and how to use brand scorecards to measure key performance indicators. You'll use market research to measure brand strength and learn how to assess, track and financially evaluate marketing and brand-building initiatives.  The course contents will be applied toward a real-world financial brand measurement exercise across the life of the course.

Learning Outcomes

  • Apply the concept of and understand the practice of brand valuation
  • Understand and apply the principles from the recently published global standards for Brand Evaluation
  • Understand how brand equity is measured externally and internally
  • Use a brand scorecard to measure how the strategy is working
  • Use the Internet and market research to measure brand and business impact
  • Develop formal recommendations for marketing investments and tracking in a financial manner

This course may be applied towards the SCS Certificate(s) in

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Section Schedule
Date and Time TBA
Delivery Options
ON-LINE  
Course Fees
Flat Fee non-credit $799.00 Click here to get more information
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