Course description:
This course introduces students to the basic concepts of brands and brand management so they analyze how a brand can affect customers’ perceptions of products and services, and teach them how successful branding strategies can be designed. Instruction focuses on effective branding of products and services while building on the general fundamentals of strategic marketing. Instructional methods include a study guide, required readings, and a final exam.
Course structure:
Course Syllabus
Study Guide
End of Course Review
Practice Questions
Exam:
48 questions
40 multiple choice questions
8 open-ended questions
2 hours to complete
Sample questions:
1) Direct marketing is defined as an interactive system that uses one or more advertising media to _________.
A. Develop a one-time communication with customers
B. Push a product through the distribution channel
C. Sustain a brand image
D. Affect a measurable response and/or transaction at any location
2) Direct marketing is ___________ because the marketer attempts to develop an ongoing dialogue with the customer based on the idea that one contact will lead to another, and the message is continually refined.
A. Mass
B. Interactive
C. Social media
D. Partnership
3) _________ lists are the starting point for developing better relationships with current customers, whereas _________ lists help an organization cultivate new business.
A. Internal; external
B. Demographic; psychographic
C. External; internal
D. Psychographic; demographic
4) What is an important form if integrated brand promotion that relates to the sale of a product or service, and one that was traditionally done face-to-face (in person) but now has emerged with technology such as chats, videos, and online calls?
A. Public relations
B. Personal selling
C. Publicity
D. E-mail
5) When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when a company:
A. Needs to do damage control
B. Intends to increase its sales figures radically
C. Chooses an issue that connects to its business
D. Wants to create a buzz about an exciting new product
Answers:
D 2. B 3. A 4. B 5. C