Graduate Course Certificate in Business & Management in Product and Brand Management

Eligibility Details

Bachelor's degree, or equiv. International Education

Credit Hours

6 total credit hours

Total Courses

01 courses

Program Duration

3 Months (Self-Paced) Program

Program Fee

$1,560

COURSES OFFERED

A graduate course certificate from CIBT is recognised by a variety of international accrediting bodies, and the decree it carries will open the door to a series of work prospects that will eventually advance your career.

  • Courses Code

  • Courses Name

  • Credit Hours

  • PBM-067

  • New Products Development Management (PBM-067)

  • 6 Credits Credits

  • View

  • PBM-173

  • Marketing Channels And Distribution Management (PBM-173)

  • 6 Credits Credits

  • View

  • PBM-424

  • Advanced Marketing Communications (PBM-424)

  • 6 Credits Credits

  • View

  • PBM-479

  • Strategic Brand Management (PBM-479)

  • 6 Credits Credits

  • View

  • ADV-796

  • Advanced Marketing Research (ADV-796)

  • 6 Credits Credits

  • View

New Products Development Management (PBM-067)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Introduction To New Product Development
     New Product Strategies
     Proactive New Product Development Process
     Market Definition And Entry Strategy
     Idea Generation
  In Section 2 of this course you will cover these topics:
     An Overview Of The Design Process
     Customer Measurement — A Review
     Perceptual Mapping: Identification Of Strategic Benefits
     Customer Needs And Perceptual Mapping: Methods And Procedures
     Strategic Product Positioning And Customer Preferences
  In Section 3 of this course you will cover these topics:
     Benefit Segmentation And Product Positioning
     Estimating Sales Potential: “What-If” Analyses
     Designing For Quality
     Integrated Design: Case Examples
  In Section 4 of this course you will cover these topics:
     Advertising And Product Testing
     Pretest Market Forecasting
     Test Marketing
     Launching The Product
  In Section 5 of this course you will cover these topics:
     Managing Through Life Cycle
     Organizing For Innovation
     Customizing The New-Product Development Process
     New-Product Development Revisited

Marketing Channels And Distribution Management (PBM-173)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     The Supply Challenge
     The Evolution Of Purchasing And Supply Management
     The Make Or Buy Decision: A Theoretical Perspective
     Sourcing Strategies And Supply Chain Configurations
  In Section 2 of this course you will cover these topics:
     Strategic Supplier Selection
     Supplier Development
     Supply Strategy: The Development Of The Supply Wheel
     Aligning Supply With Corporate Strategy
  In Section 3 of this course you will cover these topics:
     Competency And Skills Development For Strategic Supply
     Organizational Structures For Supply Management
     Performance Measurement
     Cost Benefit Analysis
  In Section 4 of this course you will cover these topics:
     Managing Interfirm Relationships
     Environmental And Ethical Issues In Supply Management
     Involving Suppliers In New Project Development
     Public And Regulated Supply Management
  In Section 5 of this course you will cover these topics:
     Electronic Supply
     The Relevance Of Commodities
     Services Procurement
     The Future - A Trajectory For Supply Management

Advanced Marketing Communications (PBM-424)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Know Why Service Matters
     Use Behaviors That Engage Your Customers
     Apply Your Best Listening Skills
  In Section 2 of this course you will cover these topics:
     Use The Telephone Right For Good Service
     Use Friendly Web Sites And Electronic Communication
     Recognize And Deal With Customer Turnoffs
  In Section 3 of this course you will cover these topics:
     Get Customer Feedback
     Recover The Potentially Lost Customer
     Exceed Expectations With Value
  In Section 4 of this course you will cover these topics:
     Give Customers A-Plus Information
     Exceed Customer Expectations With Convenience
     Managing Your Time And Tasks To Reduce Stress
  In Section 5 of this course you will cover these topics:
     Get Employees To Give Great Service
     Recognize The Emerging Trends In Customer Service

Strategic Brand Management (PBM-479)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Brands Brand Management
     Customer-Based Brand Equity
     Brand Positioning
  In Section 2 of this course you will cover these topics:
     Choosing Brand Elements To Build Brand Equity
     Designing Marketing Programs To Build Brand Equity
     Integrating Marketing Communications To Build Brand Equity
  In Section 3 of this course you will cover these topics:
     Leveraging Secondary Brand Associations To Build Brand Equity
     Developing A Brand Equity Measurement Management System
     Measuring Sources Of Brand Equity: Capturing Customer Mindset
  In Section 4 of this course you will cover these topics:
     Measuring Outcomes Of Brand Equity: Capturing Market Performance
     Designing And Implementing Branding Strategies
     Introducing And Naming New Products And Brand Extensions
  In Section 5 of this course you will cover these topics:
     Managing Brands Over Time
     Managing Brands Over Geographic Boundaries And Market Segments
     Closing Observations

Advanced Marketing Research (ADV-796)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Introduction To Marketing Research
     Developing The Marketing Research Problem
     Research Design
     Exploratory Research Design: Secondary Data
     Exploratory Research Design: Qualitative Research
  In Section 2 of this course you will cover these topics:
     Descriptive Research Design: Survey And Observation
     Causal Research Design: Experimentation
     Measurement And Scaling: Fundamentals And Comparative Scaling
     Measurement And Scaling: Non-Comparative Scaling Techniques
     Questionnaire And Form Design
  In Section 3 of this course you will cover these topics:
     Sampling: Design And Procedures
     Sampling: Final And Initial Sample Size Determination
     Fieldwork
     Data Preparation
     Frequency Distribution, Cross-Tabulation, And Hypothesis Testing
  In Section 4 of this course you will cover these topics:
     Analysis Of Variance And Covariance
     Correlation And Regression
     Discriminant And Logit Analysis
     Factor Analysis
  In Section 5 of this course you will cover these topics:
     Cluster Analysis
     Multidimensional Scaling And Conjoint Analysis
     Report Preparation And Presentation
     International Marketing Research
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Course Details

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