Brand Management and Strategic Planning
Tools for brand positioning, strategy and communication planning.
Curriculum
A 12-lesson programme. Every lesson combines theory with practice.
- 01The Recent Business Cycle; the Brand Concept and the History of Brands
- 02Brand Elements and Brand Personalities
- 03Brand Positioning; Brand Loyalty and What Drives It
- 04The Brand Creation Process and Brand Architecture
- 05Debranding; Brand Personalisation Strategies
- 06Generic Brands, Building B2B Brands and the SAVE Approach; Methods of Brand Valuation
- 07Strategy and Strategic Management; Core Goals; Strategic, Tactical and Operational Marketing
- 08Key Stages of Strategic Planning; Kotler’s Strategic Marketing Management
- 09The Product Life Cycle and Its Strategies; the Boston Consulting Group Matrix
- 10SWOT Analysis; Benchmarking and Its Types
- 11The Ansoff Matrix; Competitive Strategies
- 12Market Research; Customer Lifetime Value; the Customer Ripple Effect; Customer Retention Index and Analysis
How the programme works
Live and interactive
Our online classes are held live on Zoom. Before classes begin we set up a WhatsApp group for each class and stay in touch there throughout the programme. You can follow the lessons from your computer, phone or tablet wherever you are. Instructors and students keep their cameras and microphones on, so our online programmes are fully interactive and feel like a real classroom.
Lesson replays
Lessons are kept in our cloud system for one week, so you can watch a lesson again or catch up on one you missed.
Certificate
Students who attend at least 70% of the lessons receive an Istanbul Media Academy certificate.
Career guidance
We work in partnership with a range of companies and institutions, and we give our students priority on the projects we run at the academy. Our instructors, all active in the industry, also let students know about openings in their own companies and networks.
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