These are well organised notes that combine all lecture notes with exam focused summary notes. I have also included seminar answers and case studies as well. Following topics and sections are included in these MMK280 notes:
- Lectures
- Week 1 – Marketing, Brands and Brand Management
- Week 2 – Customer-based Brand Equity & Brand Positioning
- Week 3 – Brand Resonance & Brand Value Chain
- Week 4 – Choosing Brand Elements to Build Brand Equity
- Week 5 – Designing Marketing Programs to Build Brand Equity
- Week 6 – Integrating Marketing Communications to Build Brand Equity
- Week 7 – Leveraging Secondary Brand Associations to Build Brand Equity
- Week 8 – Developing a Brand Equity Measurement and Management System & Measuring Sources of Brand Equity: Capturing Customer Mind Set
- Week 9 – Measuring Outcomes of Brand Equity: Capturing Market Performance
- Week 10 – Management Designing and Implementing Brand Architecture Strategies & Introducing and Naming New Products and Brand Extensions
- Week 11 – Managing Brands Over Time & Managing Brands Over Geographical Boundaries and Market Segments
- Exam Summary Notes
- Summarised Case Studies
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