CMA’s Brand Elective course consists of course content, videos, activities, and discussion boards. Throughout the 12-week course learners will be required to complete graded assignments which may include posting to a discussion board, completing short exercises and or project(s). Learners will have the opportunity to engage with fellow learners and to ask direct questions to the instructors.
The following is a general outline of the course content:
- Changing Dynamics and Brand Trends
- Discuss emerging trends in consumer expectations, technology and market.
- Adapt brand strategies to align with changing trends.
- Business and Brand Strategy Alignment
- Describe the components and rationale for a well-defined business scope.
- Explain the key elements of business strategy.
- Establish a meaningful and compelling brand strategy.
- Creating a Brand Essence
- Define unique selling proposition and its importance to a brand.
- Establish the key elements of a strong customer-focused brand essence.
- Create a brand identity brief for the development of a brand relaunch or new brand name.
- Brand Identity Design
- Establish and apply decision-making criteria and process for brand name selection.
- Apply brainstorming and creation strategies to develop components of a brand identity.
- Develop key messages and benefits statements as part of the overall brandBrand Social Responsibility and Brand Crisis.
- Brand Governance
- Describe brand governance and its importance to the organization.
- Explain the concept and composition of a Brand Council.
- Identify best practices of a Brand Council.
- Brand Social Responsibility
- Explain brand social responsibility and its importance to brands and consumers.
- Explain brand crisis and the process to manage it.
- Brand Behaviour
- Describe what brand behaviours are and why they are important to the organization.
- Identify who within the organization is involved in establishing brand behaviours.
- Describe a brand behaviour development process within an organization.
- Brand Metrics and Measurement
- Explain key awareness, market position and customer brand metrics.
- Explain the importance of brand metrics.
- Explain the importance of timing in collecting brand metrics.
- Explain the roles and responsibilities involved in the brand measurement process.
- Brand Lifecycle
- Describe the brand lifecycle and the activities corresponding to each stage.
- Assess a brand’s life stage and predicted trajectory.
- Non-Traditional Approaches to Building Competitive Advances
- Describe how brands can successfully apply non-conventional approaches to build competitive advantage.
- Evaluate consumer trends and emerging societal trends for application to established and new brands.
- Brand Authenticity
- Analyze contemporary issues impacting the strategies and initiatives developed to support brand relevance.
- Apply voice of the customer data across multiple channels to engage customers in authentic interactions.
- Future-Proofing Your Brand
- Explore the future of brand management in the context of trends in innovation, media, society, and consumer behaviour.