Sobre el curso
Exploring the reasons why brands are so valuable and the factors that contribute to that value
are crucial elements when developing a comprehensive marketing strategy. This course will
examine the relevance and differentiation of brands. The concepts of branding will be explored
to understand how branding of a product, company (or purpose) influences customer perception
and the strategic thinking behind brand development. Real-world examples will illustrate how
marketing communication tools and techniques can be used to build both a competitive
advantage and brand equity. Personal branding is the practice of people marketing themselves
and their careers as brands. Personal branding will be an important element of this class.
本课程将会分析多个品牌的相关性与差异性,帮助理解产品、公司品牌对消费者的影响。个人品牌塑造是扩展个人影响力的重要方式。通过本课程的学习,学生将能够深入洞察标志性品牌及其创造价值和影响力的方式;学会在变化的时代创建个人品牌。
课程特色:
· 帮助学生在瞬息万变的时代设计并建立个人品牌;
· 探究营销策略中,产品品牌价值的构成及促成因素;
· 探索品牌概念,深入了解产品和公司品牌是如何影响客户的感知;理解品牌发展背后的战略思维;
· 以著名品牌为实例,探讨品牌定位之间的关联及差异性;
· 以实际案例介绍最新的营销传播工具和技术,建立竞争优势和品牌资产。
学习成果:
· 定义并区分产品与品牌的异同;
· 在制定品牌策略时,理解消费者行为对其产生的影响;
· 探索建立品牌战略及推广时充分利用的SWOT分析;
· 洞察标志性品牌及其创造价值和影响力的方式
· 在变化的时代设计并建立个人品牌。(*团队项目作业)
Tu Instructor
Formato de instrucción
Remote: All class meetings are scheduled and held in real-time using Zoom, allowing for live interaction with your classmates and instructors. Course materials can be accessed any time through an online learning platform.
Fecha y hora
January 10 - February 28