Course is divided in three parts:
1) Basic business analysis principles
2) Brand Equity Management Values terminology and method
3) Graded exercise, 100 % of the grade
Suggested reading:
What is strategy?, Michael E. Porter
Flawed Advice and the Management Trap, Chris Argyris
Informal Logic: A Pragmatic Approach, Doug Walton
The 22 Immutable Laws of Marketing, Al Ries & Jack Trout
Aaker on Branding: 20 Principles That Drive Success, David Aaker
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Kevin Lane Keller
2018/2019 course available at:
FH Joanneum Media & Design
Nikola Tosic:
nikola@bemapps.com
Tosic.com
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