Graduate School of Business  Alexandria

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Brand Management

  • Graduate School of Business |

Description

Brand Management

Program

DBA

Objectives

  • • Understand and critically reflect on the most current scientific debates on brands and branding • Engage in brand discourses from diverse perspectives • Decide upon appropriate and context dependent applications of brand concepts to theoretical and practical brand phenomena. • Discuss and apply new brand concepts in relating them to different ways of understanding brands and their broader functionalities

Textbook

To be determined by the lecturer at the beginning of the course.

Course Content

content serial Description
11. Managerial brand management experiences: o The corporate brand o The brand in a social media context o Mixed branding approaches via licensing or alliances o b2b brands, multi-sensual brands, location branding
22. Academic, conceptual discourse on brands: o The origin of branding o The future role of brands o Gendered brands o Hi-jacked brand meanings
33. Social and political brand discourse: o The gendered brand o The brand society o The role of brands in politics, in arts and religion o Sustainable branding o ‘Authentic non-brand’ brands.
4o Service Quality Models o Measuring Service Quality and Customer Satisfaction o Differentiating and Positioning using Service Quality o Evaluating Service Products, Processes, Physical Evidence and Pricing Methods
5o Measuring and Evaluating the Promotion Mix o E-Commerce and Services o Evaluating Service Recovery Programmed o People - Evaluation and Measurement

Markets and Career

  • Generation, transmission, distribution and utilization of electrical power for public and private sectors to secure both continuous and emergency demands.
  • Electrical power feeding for civil and military marine and aviation utilities.
  • Electrical works in construction engineering.
Courses
  • Degree Doctorate
  • Code: DBA9M4
  • Credit hrs: 3
  • Prequisites:
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