Strategic Brand Management
Harvard University

Reference Textbook:
Strategic Retail Management and Brand Management: Trends, Tactics, and Examples
Author(s): Doris Berger-Grabner

Course Description:
This course provides a basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business.
This coursebook tries to give insights and explanations to better understand these challenges and provide managerial implications.
Focus on strategic brand management and branding decisions within the retail landscape
This course to combine strategic retail management with strategic branding With numerous best cases and practical examples