Senior Executive in Marketing Management
Topics to be covered
The same as in the previous Levels PLUS
- Introducing and Naming New Products and Brand Extensions
- Managing Brands Over Time
- Managing Brands Over Geographic Boundaries and Market Segments
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.