• Understand, reflect upon, and apply various marketing metrics and brand equity measures
• Identify relevant qualitative and quantitative information for a given branding problem and select a suitable brand analytics technique
• Apply suitable brand analytics techniques to collect and analyze data
• Interpret the outcome of analyses and explain the relationship between brand analytics and strategic brand decisions
• Understand and reflect upon the connection between brand analytics and financial brand valuation
• Follow academic conventions in written presentations and be able to clearly communicate insights from brand analytics to a business audience

The course Brand Analytics offers insights into the multifaceted nature of brand equity, exploring the drivers behind it, and mastering the analytical methods needed to track and manage brands in the digital era. This approach is highly relevant for both large corporations and smaller startups, laying a solid foundation to understand the ways in which brands drive organizational value.

At the heart of the curriculum are analytical and experimental methods for measuring brand value. Students delve into brand image measurement, web scraping, sentiment analysis, social network analysis, and customer journey mapping gaining insights into consumer perceptions and online brand presence. Experimental approaches like A/B testing and conjoint analysis are also central, providing tools to understand consumer decision making, e.g., brand purchases, that can be quantified into monetary brand value. These techniques form a comprehensive toolkit for students to measure and manage brand equity efficiently and effectively and lay the foundation for marketing accountability.

Furthermore, the course also prepares students for emerging trends in digital marketing, including the integration of artificial intelligence, equipping them to adeptly face the future challenges and opportunities in the realm of brand analytics and management.

Part of Minor in Excellence in Brand Strategy & Analytics

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