Brand Management

Offered byeCornell

Brand Management
at
eCornell
Overview

Mastering Brand Identity: Elevate Your Marketing Skills with a Certificate in Brand Management Excellence

Duration	3 months
Start from	5th Feb'25
Total fee	₹3.36 Lakh
Mode of learning	Online
Official Website	Go to Website
Credential	Certificate

Brand Management
at
eCornell
Highlights

Earn a certificate after completion of course from Cornell SC Johnson College of Business
Learn from expert faculty
Real world projects
Learn on your schedule without stepping out of your job

Brand Management
at
eCornell
Course details

Skills you will learn

Marketing Business Strategy Brand management Brand Strategy

Who should do this course?

Marketers

Brand managers

PR professionals

Communications professionals

Business leaders and executives

Entrepreneurs

What are the course deliverables?

Develop your brand’s values, personality, purpose, and positioning statement

Analyze market trends to identify significant challenges and opportunities for your brand

Build a brand strategy to activate the brand in a competitive marketplace

Optimize a brand’s position in the brandscape through positioning mapping

Create a brand plan based on a thorough analysis that positions the brand to deliver on marketing objectives

Maximize brand activation through superior consumer engagement

Assess the progress the brand is making based on data and performance indicators

More about this course

Brand management has become one of the most important aspects of business strategy

Through the coursework, you will define the foundational building blocks for your brand purpose by understanding the target audience and crafting integrated marketing communications

You’ll identify opportunities and threats that affect your brand’s market position and determine potential strategies to capitalize on opportunities to strengthen your brand’s position

You’ll then create a brand positioning strategy for your market, and identify various vehicles for marketing communications that would effectively reach the brand’s target market

Brand Management
at
eCornell
Curriculum

Brand Purpose

In this course, you will evaluate your brand and define actions you can take to enhance your brand's performance

You will start by exploring the elements that make some brands great, why some brands garner premium consideration, and, as appropriate, how to improve a brand

Brand Strategy

In this course, you will focus on how to optimize a brand's strategy approach to the market

By identifying opportunities and threats to a brand using Porter's Five Forces model, you will analyze how you can strengthen a brand's position

Brand Positioning

In this course, you will assess the market to identify opportunities for a brand, determine a strategy to best position the brand, and draft a strategy to achieve the brand's goals

You will then apply this information to a brand of your choice

Brand Planning

Brand planning is the process of devising the specific actions needed to enable the brand to attain brand performance goals

The process of developing the brand plan helps to identify opportunities to grow and create value for your brand

Brand Activation

In this course, you will see that brand activation is much more than clever communications or perfectly placed messages

You will begin developing your skills in brand activation by identifying and analyzing a brand target market and determining consumer insights that will prepare you to create an activation plan

Brand Measurement

In this course, you will determine which data sources and types of data are needed to assess your brand's performance against your brand's objectives and determine where adjustments are needed

Marketing Symposium

The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond

Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses

Brand Management
at
eCornell
Faculty details

Patti Mandel

Patti Mandel is a visiting lecturer with the Charles H. Dyson School of Applied Economics and Management, where she teaches Branding and Brand Management. She is also an assistant professor of marketing in the Anisfield School of Business at Ramapo College of New Jersey, where she teaches Marketing Principles and Practices, Consumer Behavior, Advanced Topics in Marketing, and Branding.

Chekitan Dev

Chekitan Dev is an internationally renowned scholar and thought leader on marketing and branding in the hospitality, travel, and tourism industries. As an expert witness, he has testified in deposition, at trial, and at arbitration in numerous hospitality-related matters, both in the United States and internationally, including multiple cases involving hotel owner–brand relationships and the online travel industry.