Product and Brand Management The Marketing Association Of Australia And New Zealand

Hi my name is Bill and I found I had enough of the irregular time at uni and the administrative nonsense that seemed more important than helping me to learn. So I have been trying the MAANZ course.

Bill
Sydney

I would like to thank MAANZ for their outstanding learning resources. Your online courses have helped me refresh my skills, learn new skills and formalise skills that I have learnt "on the job". The MXpress courses provide people with an affordable and flexible means for pursuing further study. The course material is of an exceptional standard. I found it interesting to read, useful and relevant. I would also like to thank MAANZ for their support and exemplary customer service.

Darren Tollemache
Kingsford

Excellent and truly useful notes on marketing planning. Very good value!

Bianca Young
Perth

A Regional Association with a Global Perspective

» Education, Training and Development » Marketing Courses - MXpress » MXpress Courses by Subject » Product and Brand Management


Introduction to Brand Management	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 50 Pages of Reference Notes highlighting the following: What Is A Brand? Early Branding; Modern Branding; The Development Of Branding; Successful Branding; The Importance Of Brands; Maintaining Brand Values; The Brand Life-Cycle; Brand Extension; Creative Branding; New Brand Development; International Brands; How To Brand New Products; Reasons For Brand Failure; Branding By Retailers; Branding Services; Types Of Service Brands; The Brand's Vision; Identifying A Brand's Purpose; Brand Values; Aligning Brand And Staff Values; Brand Marketing Action Checklist; Understanding, Measuring And Using Brand Equity; The Consumer Value Model; Factors Taken Into Account By The Consumer Value Model; A Hierarchy Of Consumer Equity;

Introduction to Brand Management for Services	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 84 Pages of Reference Notes highlighting the following: Branding Services; Branding for service industries; Launching Your Service Brand; Principles of Financial Services Branding; Marketing Services Products; Are services different? The newer view; The common approach: Differentiating services; Heterogeneity: ‘Services lack consistency’; Perishability: ‘Services cannot be stored’; Ownership: ‘Services cannot be owned’; Services are co-created; Is There Always A Direct Interaction? A Greater Need To Manage Demand; Service Reputation May Be Individually Specific; Why Customers Switch Services; Internal Marketing; Branding Services; Service Product Extension; Differentiation Strategy; Service Quality; Managing Image And Perception; Service And Customer Expectations; An Eight-Step Approach To Service Quality Improvement: Customer Service: The Service Encounter; Moments Of Truth And Quality; Determinants Of Perceived Quality; Evaluation And Control Of Service Performance; The Gap Analysis Approach; Managing Tolerance Zones; Marketing For Not-For-Profit Service Organisations;

Building a Successful Product Portfolio	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 55 Pages of Reference Notes highlighting the following: Factors Influencing the Product Portfolio; The BCG Growth-Share Matrix; Directional Policy (GE/Shell) Matrix; Offensive Strategies; Extending the Offer Life Cycle; Managing the Relationship; Product Augmentation; Identification of Deletion Candidates; Revitalisation of Deletion Candidates; Deciding to Drop The Product; The effect of the deletion on customer/trade relations; Methods of Product Deletion; How Deletion Decisions Are Implemented;

Organising for New Product Development	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 80 Pages of Reference Notes highlighting the following: The Stages Of The New Product Development Process; Managing Creativity; Organisation And Teams; Who Does It Well?

Brand Management	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 54 Pages of Reference Notes highlighting the following- Brand explained; Early Branding; Modern Branding; The Development of Branding; The Importance of Brands; Building Your Brand Maintaining Brand Values; The Brand Life-Cycle; Brand Extension; Creative Branding; The Significance of Branding; New Brand Development; The Benefits of Brands; International Brands; Brand Values; How to Brand New Products; Developing a Point of Difference; Reasons for Brand Failure; Branding by Retailers; Understanding, Measuring and Using Brand Equity; Methods of brand valuation; Branding Services; The Brand's Vision; Brand Values; Core vs. Peripheral Values; Aligning Brand and Staff Values; Brand Marketing Action Checklist;

Product Pricing And Distribution	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 55 Pages of Reference Notes highlighting the following: The Product - Configuring Value; What Is A Product? Understanding Different Types of Products; Products Classified by Transaction Type; Organisational Products; The Product Line and Product Mix; Product Differentiation; Brands; Building Your Brand; Packaging Strategy; Labelling; Price - Configuring Value; The Value Offer Price and Payment; The demand curve; Determining market price; Demand fluctuations; Selection of pricing methods; Selection of a Pricing Policy; Place - Delivering Value; Logistics or physical distribution; Delivering Value – The Importance of Customer Service; Channel or Value Chain Decisions; Channel Intermediaries; Modes of Distribution; Channel Decisions; Wholesaling; Retailing; Category Management and Supply Chain Management; Channels for Services;

Brand Loyalty	AUD $75.00 Member price AUD $67.50

20-30 pages of notes (plus PowerPoint presentation)

Product Strategy	AUD $75.00 Member price AUD $67.50

Product Strategy Full Power Point Lecture plus 25 Pages of Reference Notes highlighting the following: The Value Offer – The Product; Understanding Different Types of Products; Service Offerings; Types of Consumer Products; Organisational Products; Brands; Packaging and Labelling

Product Portfolio	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 14 Pages of Reference Notes highlighting the following- Locating Products in Their Life Cycles; Developing a Portfolio; Portfolio Matrix; Classification of Businesses; Strategy Implications; Product Portfolio and Product Life Cycle; Balanced and Unbalanced Portfolios; Multifactor Portfolio Matrix; Strategy Development; Unit of Analysis; Directional Policy Matrix;

Brand Loyalty 2	AUD $50.00 Member price AUD $45.00

10-20 pages of notes (plus PowerPoint presentation)

Product Pricing and Distribution 2	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following: Pricing Policy; Pricing Objectives; Approaches to Pricing; Market-Based Pricing.; Differentiated Pricing Structures; New Product Pricing; Skimming versus Penetration Pricing; Selecting the Best Approach; Distribution Policy; New Product Channel Selection; Implementing Channel Decisions;

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