Brand Management

AY2018/2019 Semester 2

This course will introduce retail marketing concepts covering both the mechanics and management of retailing from a brand management perspective. Role and concepts of brand equity creation, store and non-store retailing, location and site selection, retail communication mix components such as merchandising, pricing and margin planning, store management, layout and visual merchandising, as well as internal and external promotions will be covered. While the subject will cover theories in retail marketing discipline, it is generally approached with a practical and applied orientation. Learning will include evaluating retail brands and developing strategies for real-life businesses through hands-on projects.