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Self-Directed Learning Series: Brand Management (Postal Mode)
自主學習系列:品牌管理 (郵遞模式)

Course No. : 232-828201-01|Start Date : 22/05/2023

This course will be delivered in Postal Mode.


CUSCS Instructor

Language Used


Total Hours

14.00 hour(s)





Start Date

May 22, 2023

Tuition Fee

HK$ 1,345.00


General Short Courses

Course Enquiries

2209 02262603 6565[JavaScript encoded]

Enrolment Enquiries

2209 0290

Closing Date for Application


Mode of delivery:Distance Learning

This course will NOT provide live sessions. Students will learn in distance learning mode through written course materials in conjunction with the Required Textbook*.

Course materials include: 'Course Guide', 'Course Notes', “Video Clips**”, 'Course Assignments' and 'Study Schedule'. Video clips that are supplemented to the course. They will only cover the main points of the course but not the whole content.

* Students are required to purchase the textbook on their own. For details, please refer to the column 'Required Textbook' below.

** Students in Postal Mode will receive printed course materials ONLY. NO video clips will be provided to students in Postal Mode


Knowledge about brand management has become increasingly important for companies around the globe. Corporations nowadays recognize the value of brands. Its impact is not just consumer goods but also business-to-business setting, services industry, and non-profits organizations. Since the growing of importance of brand values for both customers and organizations, brand management has almost been built as a separate discipline within marketing.

This course examines the importance of building brand strategies that can enhance brand equity. The topics will be built around the strategic brand management process, which includes establishing brand values, implementing brand marketing programs, measuring brand performance and sustaining brand equity. The assignments are designed to facilitate students in applying the brand concepts into real-life setting. It helps the students in integrating the learning to their work.

Course Outline

Part I : Identifying and establishing brand values and positioning
Brands and brand management
Brand strategy
Brand positioning
Part II : Planning and implementing branding programs
Brand elements
Branding program and marketing mix
Part III: Measuring and interpreting brand performance
Brand equity
Brand evaluation
Part IV: Growing and sustaining brand equity
Brand extensions
Reinforcing and Revitalizing brand

Course Duration

Around 16 Weeks

Required Textbook

Keller, K L , Strategic Brand Management:Building, Measuring, and Managing Brand Equity, Prentice Hall

* Students are required to purchase the textbook on their own.