Date: Friday 25th March 2011
Venue: The Marketing Institute, South County Business Park, Leopardstown, Dublin 18
Course Director: Dr. Susan Whelan PhD
Delegate Fee: 450.00 Members, 650.00 Non Members
(10% Discount applies to groups of three or more)
Contact: ailish@mii.ie or phone Ailish on +353 1 2952355
WORKSHOP OBJECTIVES AND STRUCTURE:
The focus of this intensive one day workshop is on the effective management of brand portfolios. The purpose of the workshop is to provide an in-depth understanding of portfolio management strategies and their application. The content is thus organized around the brand management decisions that must be made to successfully manage a brand portfolio, both from a corporate brand perspective and a sub brand perspective. It includes an analysis of these critical issues from the individual participant brand perspective. The workshop thus covers not only the principles and frameworks involved in such decisions, but importantly a focus on the application of these ideas to the executive’s own brand.
WHO SHOULD ATTEND?
Brand managers or brand executives who have responsibility for aspects of brand portfolio management and who already have a basic qualification in marketing.
Workshop Content:
The programme covers the critical issues around brand portfolio management including when best to leverage the corporate brand, challenges in leveraging the corporate brand and drivers of brand extension success. Importantly, the workshop involves an analysis of a (1) a managerial toolkit to map and optimize the brand portfolio and (2) a Brand Portfolio Framework which considers strategies for managing sub brands. Plenary presentations based on cutting edge research are presented. There is a special focus on the application of these ideas to participants’ own brand in a workshop style.
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.
Download Booking Form and send along with payment to The Marketing Institute, South County Business Park, Leopardstown, Dublin 18. Payment by cheque is made payable to The Marketing Institute of Ireland or phone Ailish on +353-1-2952355 with your credit card details.
