This course will introduce you to the fundamentals of brand management and how they are practiced today by firms such as Procter & Gamble, Coca-Cola, Starbucks, Unilever, Apple, Google, and Sephora. We will assume that one size does not fit all and that value creation involves understanding and catering to different consumer segments.
Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer driven marketing remain essentially the same; we will discuss how great marketing, including digital programming, is driven by a sound understanding of consumer segmentation and distinctive product benefits.
This course is relevant for students interested in driving consumer demand regardless of career path. There are no prerequisites.
Key Concepts Taught in This Course:
- Category and Competitive Dynamics
- Consumer Segmentation
- Commercial Strategy and New Product Innovation
- Interactive Marketing, Social Media, and CRM
The final exam for this course is administered during one of the regularly scheduled class periods.
Lecturer in Continuing Education, Lecturer in Business
Tom Hafen is currently Head of Marketing on National Growth Brands at Nestle Waters USA. Tom's past roles include leading marketing for the Gerber Infant Formula Business at Nestle, managing the Iams pet care brand at Procter and Gamble, and leading US marketing for tablets and phones at Microsoft. He also helped lead the Winnie the Pooh...