Brand Management Using SAS Text Miner
Business Knowledge Series course
This course shows how to use consumer-generated content in social media as a tool for brand management. The course aims to develop the necessary skills needed to implement brand strategies based on consumers' view of a brand. Using lectures, hands on exercises, cases and discussions students will learn the core principles associated with brand management including developing brand association and positioning maps, managing brands over time using brand positioning maps, and developing marketing strategy based on brand positioning maps. Few branding situations have a definitive, unqualified "right" answer as to which approach is best. However, when armed with relevant research-based frameworks and models managers can make informed decisions that are more likely to be effective.Learn how to
Who should attendBrand managers, advertising executives, marketing researchers, and brand consultants, as well as a range of other business professionals who at some time or another wrestle with branding issues
Before attending this course, you should be familiar with SAS and multivariate statistics.
This course addresses SAS Enterprise Miner, SAS Text Miner software.
Customer-Based Brand Management