M.Sc BRAND MANAGEMENT

Description

[vc_row][vc_column][academia_heading title=”Course Overview” title_size=”fs-18″ show_icon=”” text_align=”text-left”][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][vc_column_text]Brands are among the most valuable assets of a company. A strong brand can have a significant impact on consumer purchasing decision by communicating the value of and providing differentiation for products and services. Thus, effective brand management is critical to maintaining the long-term
profitability of products and services. While branding is both an art and a science, there are certain patterns and predictability of branding activities that greatly increase the odds of success. Becoming familiar with the relevant theories and models of branding can help managers make better branding
decisions. With the arrival of many interactive communications tools, there are also growing challenges as well as opportunities in the process of branding.
This course aims to develop students’ understanding of the importance of brand equity as well as how to build, measure, and manage brand equity. It will cover topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, ways to leverage brand equity, strategies in managing brand portfolios, and management of brands over time, geographic boundaries, and market segments.

UNIVERSITIES IN BENIN REPUBLIC…[/vc_column_text][vc_btn title=”APPLY NOW” shape=”square” color=”danger” link=”url:https%3A%2F%2Fleadpreneuracademy.org%2Fadmission-application-form%2F|||”][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][academia_heading title=”Course Objectives” title_size=”fs-18″ show_icon=”” text_align=”text-left”][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][vc_column_text el_class=”content-icon-list”]At the conclusion of this course, the successful student will be able to:

•  Define the main concepts and explain the purpose of branding.
•  Examine brand concepts in real-life setting by articulating the context of and the rationale for the application.
•  Describe the process and methods of brand management, including how to establish brand identity and build brand equity.
•  Formulate effective branding strategies for both consumer and business products/services
•  Conduct a brand audit using both primary and secondary sources and propose strategic recommendations based on the audit results.
• Compose, assess, and incorporate individual input to produce effective team project output.

[/vc_column_text][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][academia_heading title=”Admission Requirements” title_size=”fs-18″ show_icon=”” text_align=”text-left”][vc_column_text]Any applicant who meets the minimum entry requirements for admission into the University may be granted admission, the requirements are :

• An A’ Level Certificate (a Degree, HND or PGD) with 2:2, Lower credit, or Pass respectively and above.
• Transcript of the A’Level result.
• Copy of International Passport data page.
• A copy of CV.

[/vc_column_text][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][academia_heading title=”REGISTRATION PROCESS” title_size=”fs-18″ show_icon=”” text_align=”text-left”][vc_column_text css=”.vc_custom_1562602887588{margin-top: 25px !important;}” el_class=”content-icon-list”]To register for any of the available courses take the following steps

• Click on courses on the menu bar or apply now button to pick a course
• After selecting the course, click apply now to add to cart
• View the cart to fill the application form
• Submit the form to go to the payment page
• Complete the payment form and select method of payment and submit.
• You will receive an email letting you know of your registration and your application status
• You will be contacted by one of our admission team member to guide you on the admission.
• After making the payment of application fee admission letter will be sent to your email with fee structure.
• You will need to make payment of at least 70% of the tuition and acceptance fee for you to be granted access to the course applied for.
• After making the payment an email will be sent to your email with access link to your registered course.
• You study online and can come to school every semester for exams.

[/vc_column_text][academia_heading title=”FEE STRUCTURE” title_size=”fs-18″ show_icon=”” text_align=”text-left”][vc_column_text]Tuition per Session

Tuition Fee = ₦480,000

Application = ₦10,ooo

Acceptance = ₦ 20,000

Course kit =₦20,000

Administrative Charges = ₦60,000

Project supervision = ₦20,000

Convocation = ₦40,000

Total = ₦650,000[/vc_column_text][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][academia_heading title=”CURRICULUM” title_size=”fs-18″ show_icon=”” text_align=”text-left”][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][academia_course_sections title=”Section 1: An Analysis of the Fast Fashion Industry”][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”The History of the Apparel Industry” estimate_time=”30M”]“The empire of cotton was, from the beginning, a site of constant global struggle between slaves and planters, merchants and statesmen, farmers and merchants, workers and factory owners. In this as in so many other ways, the empire of cotton ushered in the modern world.”- Sven Beckert The Empire of Cotton In order to comprehend what exactly fast fashion is we have to first understand the garment industry’s history and notably when the industry began. The sector of apparel that is fast fashion would not have been possible without developing countries to produce the products and the developed countries markets where the products are largely sold. The emergence of the apparel industry really begins with a brief history of Britain starting in the late seventeenth century. The introduction of the ready-made garment was made possible through Britain’s enclosure movement and Industrial Revolution. During these periods a cultural evolution was also taking place where a consumer class emerged and a preference for buying ready-made clothing began. The role of slop shop stores and urbanization altered British consumer preferences, which resulted in them no longer wanting to make their own clothes. Additionally, industrialization and the start of wage labor acted as a catalyst for a demand for an apparel industry because people no longer had as much free time after the enclosures. The American South was able to capitalize on the cotton crop through slavery to supply Britain with raw cotton exports. This American export became easier to manufacture in European factories and mills as newer technology developed. Through an increase in supply of raw cotton and new technologies the price of cotton fell so that the lower economic class were able to purchase cheaper fabrics. The United States post industrialization through the end of twentieth century was able to have a strong garment industry. But eventually domestic manufacturing became too expensive so that companies began outsourcing their production to countries with cheaper labor. The connected history of the apparel industry in Britain and the United States demonstrates how the garment industry has become a critical sector for economic development. The garment industry has helped many countries gain enough momentum to go through industrialization and become a developed country. The fashion industry was once only for the wealthy elite. Demographic and socio-economic changes have led to greater apparel differentiation and a different type of consumer. The outsourcing of apparel production and a change in consumer preferences led to the fast fashion sector of the fashion industry. Through the emergence of fast fashion consumers are able to purchase high fashion content at a fraction of the price. Before fast fashion product variety was very limited. Fast fashion products are low quality and disposable since they last only a limited amount of washes. This chapter will tell the history of the apparel industry and how fast fashion came about.

[more..]

[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Understanding the Fast Fashion Industry” estimate_time=”30M”]“Retailers like Zara, H&M and New Look have become well known for adopting a strategy of constantly renewing their product ranges with fashion-led styles that attract media attention and entice their (mostly) young female customers into the stores frequently.” –Liz Barnes & Gaynor Lea-Greenwood The defining feature of fast fashion is that it does not have a certain look; it feeds off existing trends and is thus endlessly changing. Fast fashion is a method of retailing that constantly puts out new inventory throughout the year and is priced much lower than other fashion industry sectors. The fast fashion market has a lot of competition not only amongst retailers but also within individual companies. Every retailer has networks within them that link parts of the company and the product. This is called the supply chain. The time it takes for a product to go through the whole chain including being purchased is referred to as lead-time. This term and concept surrounding time sensitivity is extremely crucial to fast fashion. Fast fashion retailers lead-times are sometimes made public; Zara can design, produce, and deliver a new garment in two weeks; Forever 21 six weeks, and H&M eight weeks (Cline 2012; 99). This chapter has four principle aims, the first is to identify who the fast fashion consumer is and look at their behavior. Next the chapter addresses fast fashion’s supply chain and address it as a global commodity chain. Third the chapter examines the two biggest fast fashion retailers, Zara and H&M, in a comparative case study. Finally the chapter questions the supply and demand of fast fashion. Consumers continue to demand cheap trendy disposable products but there is always uncertainty in consumer demand in the fashion industry.

[more…]

[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Fast Fashion & the Future” estimate_time=”30M”]“In our day (though not in earlier times) technical solutions are always welcome. Because of previous failures in prophecy, it takes courage to assert that a desired technical solution is not possible” –Garret Hardin “Tragedy of the Commons” The level of pollution that is generated as a direct result of the textile and clothing industry presents a dilemma given the fact that many individuals value fashion over the protection of the environment. Industrialization has paved the route to the fast fashion industry. The increased generation of waste is of warranted environmental concern. The fast fashion industry has profoundly confounded the problematic issue of clothing production and pollution. More often than not landfills constitute the final destination for clothing. The fast fashion industry contributes towards significant depletion of natural resources. In fact, issues of resource depletion begin at the onset of textile production, throughout the lifecycle of the clothing, to the point in time at which the products are wasted or disposed of entirely, “When used apparel products are disposed of in a landfill, large quantities of valuable materials and resources are lost” (Gam et al. 2011; 83). First the chapter looks at fast fashion’s environmental impact. Next the chapter addresses fast fashion to see if there is a way to intervene without completely changing the industry’s mission that is to democratize fashion. Then the chapter explores possible solutions and discusses changes that are already taking place. The chapter concludes by addressing the future of the apparel industry.

[more…]

[/academia_course_lesson][/academia_course_sections][/vc_column][/vc_row][vc_row el_class=”mg-top-30″][vc_column][academia_course_sections title=”Section 2: Fashion design manufacturing processes”][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Principles of Fashion Design” estimate_time=”30M”]The primary purpose of wearing clothes is for protection, e.g. to keep warm, modesty. Nowadays, people wear different clothes for different occasions and identities. They also choose clothes by following their aesthetic sense and the fashion trend.
According to Oxford English Dictionary (2009), one of the definition of “Fashion” is “popular styles of clothes, hair etc. at a particular time and place”. Essentially, it means a style that is up-to-date, it influences what people wear and how they look. Changes that take place in the fashion industry is followed by people everywhere on all levels of society. Fashion carries prominent social significance and impact on human behaviour.
According to Sue Jenkyn Jones, a professional consultant of the fashion industry in United Kingdom, the word “design” refers to an invention of something with a purpose. Design is very much a part of the daily live. Designs are made with different goals such as designs for a special person / function / occasion market. A good design should be functional and carries certain aesthetic values.
Apart from analysing the current fashion trend, fashion designers have to understand the fashion design principles for creating aesthetic values. The design should also meet the needs of the target group / occasion and be able to express the individuality and creativity of the designer. Cultural and social changes affect the fashion trend and how people perceive aesthetic values and related design principles. What is considered to be beautiful one year may not be considered the same way a few years later.

[more…]

[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Fashion Design Elements” estimate_time=”30M”]

Design is a matter of mixing known elements in new and exciting ways in order to create fresh and pleasing combinations. Generally, a successful and good design is achieved when all the elements and principles of design work together Over-designed fashion usually does not sser harmoniously with the theme of the garment is carried out with nothing overdone or forgotten. ell well.

[more…]

[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Fashion Design Presentation” estimate_time=”30M”]Fashion designers create and sketch garments to communicate their ideas to their design teams, pattern makers, sample machinists and buyers. Fashion designers need to be able to draw to make their designs understood but they do not necessarily need to excel in fashion drawing. They usually have very little time to produce fashion sketches and jot down fleeting ideas in order to capture transient movements. For this reason, quick sketches to show ideas are mostly what are required of fashion designers.

[more…]

[/academia_course_lesson][/academia_course_sections][academia_course_sections title=”Section 3: MARKETING AND COMMUNICATION”][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Introduction to Marketing Communications” estimate_time=”30M”]Marketing communications is a management process through which an organisation engages with its various audiences. Through understanding an audience’s communications environment, organisations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences to offer attitudinal and behavioural responses.

[more…]

[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-check” badge=”lecture” title=”Loading…” estimate_time=”30M”]

[more…]

[/academia_course_lesson][academia_course_lesson badge=”lecture” title=”Loading…” estimate_time=”30M”]

[more…]

[/academia_course_lesson][/academia_course_sections][/vc_column][/vc_row]