Masterclass | Elaine Wallace

The Masterclass will take place on March 17th from 2 pm to 7 pm and on March 18 from 9:30 am to 12:30 pm, in room 1.2, with the theme “Brand Management”.

Overview

This Masterclass would examine branding strategies from the theoretical perspective of Customer Based Brand Equity (CBBE) (Keller and Swaminathan, 2020). The course would examine the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands. It would also build on Consumer Brand Relationship theory (Fournier, 1998). In addition, the Masterclass would contain insights from Dr Wallace’s own research on brands and brand management and drawing on Dr Wallace’s co-authored text on Brand Management (2010).

This event is open to current and former MBA students, upon registration.

Elaine Wallace

Associate Professor in Marketing at the University of Galway, Ireland, where she has delivered modules including Marketing, Consumer Behavior, Branding and Services Marketing, to MBA, undergrade and postgraduate students since 2000.

Prior to this, she worked as a Brand Manager and Marketing Executive in companies including Siemens Limited, Unilever, SmithKline Beecham (now Glaxo SmithKline) and Boots Healthcare. She is author of 'Creating Powerful Brands' (2010) with co-authors Professors Leslie de Chernatony and Malcolm McDonald and she has published in leading international journals including Journal of Business Research, Journal of Advertising Research, European Journal of Marketing, Journal of Business Ethics, and Journal of Product & Brand Management.