Apr 11, 2019–Apr 11, 2019
from 8:00am–12:00pm
Brand Management
About the Program
The brand is one of the most powerful tools managers can employ. While the term is often used, it is one of the least understood tactical and strategic tools. In this module we will build on cognitive models of mental representations to understand what a brand really is, how it is created, appropriate considerations of brand elements, and best practices of managing a brand and a portfolio of brands. We will discuss frameworks to assess and understand the brand, as well as methods to measure and quantify its effectiveness. We will then explore uses and considerations of brand strategy.
Who Should Attend
This course is designed for managers dealing with marketing or any other brand facing function.
Instructor
Dr. On Amir’s research focuses on using behavioral science principles to identify successful business strategies in different market settings, as applied to pricing, branding, go-to-market, market research, selling formats, and new product development decisions. He investigates different customer decision-making mechanisms and their influences on pricing and promotion strategies, on decision making under risk and uncertainty, and on preference dynamics. He also writes about how insights from research on decision making and behavioral economics may be used to improve business practices and policy making.
Amir has received several research awards from the Marketing Science Institute and from the Robert Woods Johnson Foundation. Prior to coming to UC San Diego, he was an assistant professor of marketing at Yale University. Amir received his Ph.D. in management science and marketing from MIT’s Sloan School of Management in 2003.
Event Website
Date and Time
Apr 11, 2019–Apr 11, 2019
from 8:00am–12:00pm
Location
Rady School of Management
Event Registration
Registration for this event is required
by .
Visit the registration page for details.
Event Fee
$400
Contact
Rady Center of Executive Development • radyexecdev@ucsd.edu • 858-534-9000
Audience
Faculty, Staff, The General Public
Event Category
Career Development