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Brand Management Course: Advanced Certificate level

The Brand Management course has six main modules:

1. Introduction to Brand Fundamentals2.

From Product to Brand3. Strategic Considerations and Brand Equity

4. Brand Communications and Advocacy5. Protecting and Sustaining a Brand6. 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)

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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 andgreater 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 thecourse for outside reading.

Books:

1. Temporal, P. (2010). Advanced Brand Management. 2nd Ed. John Wiley & Sons2. Daily, J.A. (2011). Advocacy championing ideas and influencing others: Yale3. Wheeler, A & Katz, J. (2011). Brand Atlas: John Wiley & Sons4. Kapferer, J.N. (2008). The New Strategic Brand Management: Kogan Page5. 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: HarvardBusiness School Press

Periodicals:

The Economist

paper and online version Harvard Business Reviewpaper 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 Ecologistwww.theecologist.orgmagazine only available online Financial Timespaper and digital version

Web sites:

1. Brand Republic:www.brandrepublic.com2. Brand Z:www.brandz.com3. Brand Channel:www.brandchannel.com4. Interbrand:www.interbrand.com5. Financial Times:www.ft.com6. BBC:www.bbc.co.uk/news/business7. Reputation Institute:www.reputationinstitute.com

http://www.brandrepublic.com/http://www.brandrepublic.com/http://www.brandrepublic.com/http://www.brandz.com/http://www.brandz.com/http://www.brandz.com/http://www.brandchannel.com/http://www.brandchannel.com/http://www.brandchannel.com/http://www.interbrand.com/http://www.interbrand.com/http://www.interbrand.com/http://www.ft.com/http://www.ft.com/http://www.ft.com/http://www.bbc.co.uk/news/businesshttp://www.bbc.co.uk/news/businesshttp://www.bbc.co.uk/news/businesshttp://www.reputationinstitute.com/http://www.reputationinstitute.com/http://www.reputationinstitute.com/http://www.reputationinstitute.com/http://www.bbc.co.uk/news/businesshttp://www.ft.com/http://www.interbrand.com/http://www.brandchannel.com/http://www.brandz.com/http://www.brandrepublic.com/