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Updated in [March 06th, 2023]

This course, Strategic Brand Management, is part of the CurtinX MicroMasters Credential in Marketing in a Digital World. It is designed to teach the critical skills needed to be successful in the field of marketing. Through this course, students will learn how to develop a framework to identify and establish brand positioning and values to build customer based brand equity, plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity, evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity, and design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising. Upon successful completion of this course, students will earn a Verified Certificate and be one step closer to earning the MicroMasters Credential.

[Applications]
Upon completion of this course, learners can apply the concepts of advertising and marketing to branding in order to develop a framework to identify and establish brand positioning and values, plan and implement brand marketing programs, evaluate how a brand equity management system can capture customer mindset, and design specific strategies to extend, revitalise and reinforce existing brands. Learners can also use the knowledge gained from this course to work in marketing, communications, public relations, social media and advertising. Additionally, learners can use the course to qualify for the CurtinX MicroMasters Credential in Marketing in a Digital World.

[Career Paths]
1. Brand Manager: A Brand Manager is responsible for developing and executing marketing strategies to increase brand awareness and loyalty. They are also responsible for creating and managing campaigns, analyzing market trends, and developing pricing strategies. Brand Managers must have excellent communication and organizational skills, as well as a strong understanding of the target market. Developing trends in this field include the use of digital marketing and social media to reach a wider audience and the use of analytics to measure the success of campaigns.

2. Digital Marketing Manager: A Digital Marketing Manager is responsible for developing and executing digital marketing strategies to increase brand awareness and loyalty. They are also responsible for creating and managing campaigns, analyzing market trends, and developing pricing strategies. Digital Marketing Managers must have excellent communication and organizational skills, as well as a strong understanding of the target market. Developing trends in this field include the use of artificial intelligence and machine learning to optimize campaigns and the use of analytics to measure the success of campaigns.

3. Social Media Manager: A Social Media Manager is responsible for developing and executing social media strategies to increase brand awareness and loyalty. They are also responsible for creating and managing campaigns, analyzing market trends, and developing pricing strategies. Social Media Managers must have excellent communication and organizational skills, as well as a strong understanding of the target market. Developing trends in this field include the use of influencer marketing and the use of analytics to measure the success of campaigns.

4. Content Marketing Manager: A Content Marketing Manager is responsible for developing and executing content marketing strategies to increase brand awareness and loyalty. They are also responsible for creating and managing campaigns, analyzing market trends, and developing pricing strategies. Content Marketing Managers must have excellent communication and organizational skills, as well as a strong understanding of the target market. Developing trends in this field include the use of video content and the use of analytics to measure the success of campaigns.

[Education Paths]
1. Bachelor of Business Administration (BBA): A BBA degree is a great way to gain a comprehensive understanding of the business world. This degree focuses on the fundamentals of business, such as accounting, finance, marketing, and management. It also provides students with the opportunity to specialize in a particular area of business, such as strategic brand management. With the rise of digital marketing, this degree is becoming increasingly popular and is a great way to gain the skills needed to succeed in the field.

2. Master of Business Administration (MBA): An MBA is a great way to gain a more advanced understanding of business and to specialize in a particular area. An MBA in Strategic Brand Management will provide students with the skills and knowledge needed to develop and manage successful brands. This degree will also provide students with the opportunity to gain a deeper understanding of the digital marketing landscape and how to use it to their advantage.

3. Master of Science (MS) in Marketing: An MS in Marketing is a great way to gain a more in-depth understanding of the marketing field. This degree focuses on the fundamentals of marketing, such as consumer behavior, market research, and digital marketing. It also provides students with the opportunity to specialize in a particular area of marketing, such as strategic brand management. With the rise of digital marketing, this degree is becoming increasingly popular and is a great way to gain the skills needed to succeed in the field.

4. Master of Science (MS) in Digital Marketing: An MS in Digital Marketing is a great way to gain a more in-depth understanding of the digital marketing landscape. This degree focuses on the fundamentals of digital marketing, such as search engine optimization, social media marketing, and content marketing. It also provides students with the opportunity to specialize in a particular area of digital marketing, such as strategic brand management. With the rise of digital marketing, this degree is becoming increasingly popular and is a great way to gain the skills needed to succeed in the field.