Date: Friday 8th. October 2010
Venue: The Marketing Institute, South County Business Park, Leopardstown, Dublin 18
Delegate Fee: Members - 450.00, Non Members - 650.00
(10% Discount applies to groups of three or more)
Duration: One Full Day
Delivered by: Dr. Susan Whelan PhD
WORKSHOP OBJECTIVES AND STRUCTURE:
The focus of this intensive one day workshop is on the effective management of brands in order to enhance shareholder value. The purpose of the workshop is to provide an in-depth understanding of brand management strategies and their application. The content is thus organized around the brand management decisions that must be made to build, measure, and manage brand equity. It includes an analysis of the critical issues from an executive perspective. The workshop therefore covers not only the principles and frameworks involved, but especially the application aspects in relation to the executive’s own brand.
WHO SHOULD ATTEND?
Brand managers or brand executives who have responsibility for aspects of brand management and who already have a basic qualification in marketing.
WORKSHOP CONTENT:
The morning session of the programme covers the critical issues with regard to developing successful brands. Plenary presentations on executing brand strategy using cutting edge research are presented, with a special focus on syndicate group exercises and the application of these ideas to participants’ own brand in a workshop style.
• Realising Brand Strategy
• Characteristics of Strong Brands
The afternoon session is dedicated to application of brand strategy using a group learning andragogical approach with best practice case studies at the forefront of the field, and the Harvard brand audit exercise, The Brand Report Card.
• New Branding Challenges
• Participant Brand Audit Exercise: The Brand Report Card
• Plenary Participant Presentations
• Closing Observations and Key Learning Outcomes
Dr. Susan Whelan is a Senior Lecturer in Marketing at the School of Business in Waterford Institute of Technology and an Irish Research Council for the Humanities and Social Sciences (IRCHSS) Government of Ireland Research Fellow. She completed her PhD at Manchester Business School. Her research interests are broadly in the management of brand associations and she has worked in this area over several years with some of Irelands best known brands through her collaboration with the Marketing Institute of Ireland (MII).
She currently supervises a number of postgraduate research candidates at both Masters and Doctoral level and her work has been published in several refereed journals including the Journal of Business Research, the European Journal of Marketing and the Journal of Marketing Management. External to WIT, Susan has taught on the Executive MBA programme at Manchester Business School and for the MII Executive MSc in Marketing at Dublin Institute of Technology.
To Register:
Please Download Booking Form... and send along with payment to The Marketing Institute of Ireland, South County Business Park, Leopardstown, Dublin 18.
Payment by cheque is made payable to The Marketing Institute of Ireland or phone Ailish on +353-1-295 2355 with your credit card details.
Should you have any questions please contact Ailish Hollingsworth ailish@mii.ie or phone Ailish on +353 1 2952355
