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FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555

Alison M. Wolfe MBA, MS, PhD, Professor

«LEARNING OUTCOMES«
COURSE OBJECTIVES (ELMIRA COLLEGE COURSE BULLETIN)

The student will be able . . .

þ To explain concepts of branding, brand management and brand equity in the marketplace.

þ To describe core brand management components including brand strategy, product positioning, marketing
strategy, customer relationship management and more.
þ To apply branding concepts to real-world marketing situations for fashion organizations and their products.

þ To create effective brand strategies for fashion using concepts from marketing and consumer behavior.

þ To discuss the role of organizational stakeholders in the branding process, including marketing, product
creation, advertising, and customer relations.

«YOUR LEARNING OUTCOMES«

I can explain concepts of branding, brand management and brand equity in the marketplace.

I can describe core brand management components including brand strategy, product positioning, marketing
strategy, customer relationship management and more.

I can apply branding concepts to real-world marketing situations for fashion organizations and their products.

I can create effective brand strategies for fashion using concepts from marketing and consumer behavior.

I can create a brand audit for a market/fashion product.
=> I can demonstrate the importance for organizations to identify opportunities in the market, evaluate and
select target opportunities, conduct market research, and develop marketing strategy.

I have applied and used team-building skills in my classroom discussions and marketing plan term project.

I can demonstrate an understanding of the terms, concepts, and principles used in the course assignments.

AMW v FALL TERM I 2024 v09.02.2024
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