Executive in Marketing Management
Topics to be covered
The same as in the previous Levels PLUS
- Measuring Sources of Brand Equity: Capturing Customer Mind-Set
- Measuring Outcomes of Brand Equity: Capturing Market Performance
- Designing and Implementing Branding Architecture Strategies
AND questions based on experience.
Certification Program Materials
We recommend the following literature: 1) Marketing Management (any edition) by Philip T. Kotler (and co-authors), 2) Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller. Please, note that you do not have to buy or use these books. You can get any book(s) from any university and any author. It is only important that all required topics be covered. We encourage you to explore literature and read as many books as you can.