MKT 242Brand Equity

UNIVERSITY OF INFORMATION TECHNOLOGY AND SCIENCES

School of Business

Marketing management

Course Code:

Course Objective:

At the end of the semester, the students should be able to understand -

• The marketing management activities and the major changes which have taken place in the 21st century.

• The consumer behavior affecting the marketers decisions about the product.

• The strategies which are used to deal with competition.

• How to shape the market offerings and to build the strong brands.

• The process of creating, delivering and communicating values to customers.

Course Content:

Review of marketing concepts and principles; Developing marketing strategy and plan; Preparation of a marketing plan; Creating customer value, satisfaction and loyalty; Understanding...