Workshop on Brand Management
04 September 2018
Category: College of Business
Dr. Shilpa Iyanna, Associate Professor of Marketing, had the opportunity to visit SDM Institute for Management Development, Mysore, India, as an Exchange Faculty this summer. She delivered three workshops on Brand Management to fifty 2nd year MBA students at SDM Institute for Management Development on their beautiful campus at the foot of Chamundi Hills in the 'Palace City' Mysore, India.
Day 1 of the workshop started with a discussion on brands; the role of branding for both consumers and companies; and alternative approaches to brand positioning. For Day 2, the focus was on the impact of a brand on the consumer decision-making process. Understanding the complexities involved in the decision-making process and its significance could have a big impact on the success of a brand. On Day 3, the discussion was on internal and external factors that influence the marketing of a brand; the importance of culture in brand management, and cross-cultural challenges faced when marketing a brand internationally. Case studies, videos, and examples were presented to students to illustrate best practices in brand management. Workshop activities facilitated students’ engagement and assessed their understanding of the topics.
Commenting on this experience, Dr. Iyanna said “this opportunity was invaluable, something I look forward to doing more often. It was refreshing to be able to engage with students from diverse backgrounds, different learning styles, and needs. This is an opportunity I would like to pursue every year; it not only provides me with opportunities for personal development but delivering the workshops made it possible for me to promote Abu Dhabi University. I hope MBA students from SDM Institute for Management Development will be encouraged to come as exchange students to Abu Dhabi University for a semester.”