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Brand Management Experience Descriptions

SXB 100 Increase Sales and Profits Through Brand Management
1.5 CEU
Everyone’s looking to rev up fashion sales. How about trying a different and proven approach guaranteed to generate sale of product and an opportunity to enhance your job performance? Learn the practice of brand management, successfully used by consumer goods companies and beauty businesses, to drive planned sales figures into reality. These five intensive sessions cover every aspect of branding, what it is, and how to use it profitably. As you progress, you learn how a “brand persona” is created, how to measure brand equity and success, and how to cultivate a consumer base. Communication style and outreach programs, including social and viral networking to ensure customer loyalty, are examined, and pricing strategies and ROI calculations, as well as other pertinent measurements, are taught by this internationally recognized marketing and branding expert.

Instructor: Bill D'Arienzo, Founder and CEO of Wm. D'Arienzo Associates, Inc. and CEO ProductsPreferred ™

SXB 200 Brand Marketing Communications for Image and Meaning
1.5 CEU
Learn to develop the necessary brand management skills to create new ideas for product and process positioning to advance your brand’s image and meaning. Experience how integrated marketing communications (IMC) is used to invent new brand strategies and creative executions incorporating a mix of advertising, public relations, publicity, sales promotion, special events, interactive/direct marketing, and viral marketing.Discover how to keep the positive buzz going, via word-of-mouth
and viral media. Special emphasis is placed on how social media necessitates use of customer relationship management (CRM) to execute better relationships and brand loyalty. Examples of IMC campaigns are discussed and analyzed in preparation for each participant’s own brand marketing communications plan.

Instructors: Peggy Fincher Winters, TFI Geomarketing, Inc.; co-author, The Power of Retail Branding and Brandstand: Strategies for Retail Brand Building; and Arthur A. Winters, professor emeritus, Advertising and Marketing Communications

SXB 250 New World Branding: Social Media Applications and Impact
1.2 CEU
Social media is more important to a brand than ever before. Marketing strategies that fail to prepare for the impact of social buzz can quickly be derailed. This program lays out various phases of social media, what it is, and how to use it logically and effectively whether that is for your own personal brand or for your company. Learn about the latest technology and leverage popular social media to foster brand devotion and produce content relevant to stimulating your customer relationships. The program features how to integrate social media marketing with offline strategies and traditional media plans. Information on brand risk management and the skill sets necessary to building social media initiatives and staff are included.

Instructor: Theodore Schachter, Assistant Professor, Advertising, Marketing, Communications, Social Media Certification, University of San Francisco, former advertising industry executive

SXB 275 Crafting the In-Store Experience to Convey the Brand
.9 CEU
Brand managers and retailers - now is the time to invigorate "bricks and mortar" shopping with innovative solutions that maximize the brand story. Generate sales and perpetuate happy customers. Learn how to seduce consumers into your space and engage them with an atmosphere that exudes both retail and product brand attributes. The entire criteria for crafting a positive physical and emotional experience is laid out including choice of labeling, packaging, promotion, in-store location, display and service. Site location in relation to demographics and culture are also included along with how new apps for smartphones and iPads should be incorporated as part of the brand communication strategy. Each lesson is made more meaningful with examples of leading practitioners.

Instructor: Carmen Malvar, principal, Atelier Malvar+Tusch LLC, international retail identity specialist including branding and interior design solutions

SXB 300 Brand Management Analytics: Maximizing the Value of Your Brand
1.5 CEU
How much is your brand worth? What is its equity and what's the value of your brand's most loyal customers? If you think of branding as largely psychographic and image-driven, this intensive workshop will show you that branding's best practices are fundamentally numbers driven. Learn to analyze a brand's worth quantitatively to insure strong management and future growth. Discover how brand equity translates into premium pricing and then examine the effects of social media consequences on sales, ROI, and the bottom line.

Instructor: Bill D'Arienzo, Founder and CEO of Wm. D'Arienzo Associates, Inc. and CEO ProductsPreferred ™

SXB 400 Brand Lab: Practicum in Brand Analysis for Business Development
1.2 CEU
In preparation for receiving a certificate, students develop a strategic plan for re-positioning an existing brand or launching their own business. Each plan results in an operational platform built with market potential analysis, SWORT analysis, positioning, consumer targeting, brand architecture, and aspects of branding learned in previous courses. The plan must include pro-forma financials to drive the business.
Meet on site for sessions week 1, 2, 4 and 5. Week 3 is reserved for individual consultation and communication with the instructor by email.

Instructor: Bill D’Arienzo, founder and CEO of WDA BrandMarketing Solutions & ApparelAnalytics ™

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