This course introduces the principles of brand management as practiced by industry leaders today. 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, brand positioning, distinct product benefits, and relevant in-market executions.
Upon completion of this course, you should understand essential marketing concepts and use them to develop marketing strategies. You will develop this understanding through core readings, basic frameworks, and case studies involving firms such as Procter & Gamble, Coca-Cola, Unilever, Porsche, Nestle, Sephora, and Glossier.
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
- Brand Building
- Commercial Strategy and New Product Innovation
- Principles of Consumer Communication, Interactive Marketing, Social Media, and CRM
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...