I/III: Brand Management
Theoretical perspectives and models of brand management
The participants should know about ...
... the importance of brands to consumers, brand manufacturers, and retailers.
... how a brand positioning can be developed.
... how to build and strengthen a brand.
... how to build and structure a portfolio of brands.
... how to grow a brand/with brands.
... how to evaluate the equity and the value of a brand.
II/IV: Marketing Communication
Engel-Kollat-Blackwell Model of consumer behavior, theory of reasoned action, elaboration likelihood model, behavioral learning theory, cognitive learning theory, response hierarchy models, persuasion knowledge model, means-end theory, expectancy-disconfirmation theory, persuasion matrix, integrated marketing communications planning model