Page 5 - DMGT508_PRODUCT_AND_BRAND_MANAGEMENT

CONTENT

Unit 1: Introduction to Product Management 1
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Unit 2: Marketing Planning 19
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Unit 3: Competitor Analysis 52
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Unit 4: Market Potential and Sales Forecasting 79
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Unit 5: Developing Product Strategies 98
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Unit 6: Extension 115
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Unit 7: Brand and Brand Management 146
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Unit 8; Brand Equity 162
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Unit 9: Strategic Brand Management Process 186
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Unit 10: Identifying and Establishing Brand Positioning 196
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Unit 11: Planning and Implementing Brand Marketing Programs 220
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Unit 12: Measuring and Interpreting Brand Performance 248
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Unit 13: Growing and Sustaining Brand Equity 273
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Unit 14: Managing Brands over Time 289
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