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Detailed Course Information


SCE FY20 Spring 2020
Sep 28, 2022
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Information Select the desired Level or Schedule Type to find available classes for the course.

SBSM 202 - Brand and Product Management
This course is an essential course to understand the interrelationship between the business strategy and the brand strategy that will develop marketing skills and expertise of the learners. Topics covered will include brand and product positioning and values, customer based brand equity, planning and implementing brand marketing programs, choosing brand elements to build brand equity, measuring outcomes of brand equity, introducing and naming a new product and brand extensions, managing brand overtime and geographic boundaries and market segments.

Prerequisites Foundation Certificate Marketing.

Part of the:
* Career Certificate in Marketing

Learning Outcomes: Upon successful completion of this course, the student will be able to:
1. Define the role of product management and how it applies to your organization
2. Analyze product’s situation to identify opportunities to improve performance & threats to achieving this
3. Compare different Market strategies to develop new products
4. Develop appropriate marketing mix components to build brand equity
5. Identify the importance of consumer perception of quality and value
6. Construct appropriate product & brand plans and strategies

Term duration: 6 Weeks
Schedule: 2 Sessions/week - 2.5 Hrs/Session

Assessments and Attendance:
Learners are assessed throughout the term by tests, quizzes, assignments, projects or othermeans of evaluation. End-of-term achievement tests measure learners’ overall performancein the course. The final grade in each course is based on learners’ performance oncontinual assessment measures and the final test. Final course grades are NOT based on attendance, since in accordance with SCE’s attendance policy, learners must attend at least 60% of the class sessions in order to be allowed to take the final examination.

3.000 Continuing Education Units
3.000 Lecture hours

Levels: Continuing Education

SCE Career Development Department

Must be enrolled in one of the following Programs:     
Must be enrolled in one of the following Levels:     
      Continuing Education
Must be enrolled in one of the following Colleges:     
      School of Continuing Education
Must be enrolled in one of the following Majors:     
      SCE Career Development

(Continuing Education level SBSM 104 Minimum Grade of D and Continuing Education level SBSM 105 Minimum Grade of D)

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