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The Brand Marketing Programme
Brand Marketing: The Role of Brands in Creating Value
Course Overview (2:50)
Module 1: What we mean by 'value' and the impact of technology on value (6:44)
Module 2: What a brand is and its role in creating corporate value (11:22)
Module 3: There is no such person as a “customer” and customers are not rational (9:59)
Module 4: Organising customers into groups and the bedrock of successful strategy (10:00)
Module 5: How brands create value for customers (6:12)
Module 6: How to calculate the shareholder value that brands create (14:33)
Appendices: Cost of capital, marketing risk assessment and intangible assets (10:13)
Appendices: Cost of capital, marketing risk assessment and intangible assets
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