Centre for Professional Development and Lifelong Learning

Management Studies

Product Planning and Brand Management

Product Planning and Brand Management

Overview

Consumer expectations are one of the key areas of focus for successful businesses in today’s competitive environment. This has resulted in Brand management becoming an integral part of modern marketing. The focus of this course is to help delegates to understand these expectations and how to meet them through well managed brands. This course builds on existing communications and consumer behaviour models in order to explore many of the issues facing a modern-day Marketing Manager.

​​Mode of Delivery: Face-to-Face

What will I Learn?

On successful completion of the course students will be able to:

  • Describe the elements of the Product Planning process and how they logically connect to enhance chances of success
  • Explain branding concepts and ideas
  • Design means of measuring brand equity and brand performance
  • Develop a branding strategy that includes positioning and communication
  • Prepare a professional, logical and coherent report in the form of a brand audit
  • Deliver oral presentations in a professional and engaging manner.

Who Should do this Course

Individuals who meet the entry requirements for postgraduate level training, including persons who are in the field of marketing, especially those from junior to upper level management and brand managers, who want to be able to conduct effective brand audits, and who want to become proficient in developing marketing programmes centred on products and brands.

Important Information

  • Applicants must bring all required documentation to the Department of Management Studies, Graduate Section, for their application to be processed.
  • Individuals applying for postgraduate modules, whose native language is not English, must take tests,  to demonstrate English Language proficiency prior to registration, as identified in the Manual of Procedures re: Regulations for Graduate Diplomas and Degrees (Sec. 1, Para. 5).

At a Glance

  • Admissions Term: 2025/2026 Summer
  • Date: May to July 2026
  • Time: TBA
  • Duration: 6 Weeks (36 hours)
  • Certificate Awarded: Postgraduate Professional Development Certificate of Competence
  • Course Code: MKTG 6115
  • Capacity: 10
  • Cost: BBD $2,050 (USD $1,025) {with assessment}; BBD $1,750 (USD $875) {without assessment}
The following topics/concepts/theories/issues will be addressed:
  • New Product Development
  • Product Management
  • Identifying and Establishing Brand Positioning and Values
  • Planning and Implementing Brand Marketing Programs
  • Measuring and Interpreting Brand Performance
  • Growing and Sustaining Brand Equity
  • Global Brand Strategy
For entry into this course, applicants must have at least an undergraduate degree, or five (5) years relevant work experience. Applicants may also be asked to provide an up-to-date Curriculum Vitae.
The course material will be delivered using a combination of direct instruction, cases, and independent learning. The direct instruction will consists of explicit teaching and associated didactic questions. Students will be engaged in class discussions in each lecture. These discussions will be based on questions posed by the lecturer and/or areas in which the students require further expansion. The independent learning consists of working on the presentations, topics assigned by the lecturer for further study, and individual assignments.

TBA