Mar 28, 2024  
2019-2020 Undergraduate Catalog, Volume 78 
    
2019-2020 Undergraduate Catalog, Volume 78 [ARCHIVED CATALOG]

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MRKT - 340. Strategic Brand Management


3 credit(s)
This course focuses on brand management throughout the life of a product. Students will learn how to build, measure, and manage brand equity. Emphasis will be placed on brands and brand management, developing a brand strategy, implementing a brand marketing program, measuring a brands performance, and growing/sustaining brand equity. Additional emphasis will be placed on the tasks of positioning, brand personality, and alternative branding strategies. The course facilitates the development of the conceptual knowledge and applied skills students will need in order to develop and manage product brands to meet the needs of a diverse market across all socioeconomic groups. Cases, individual and group leading projects will be used to provide students an experiential format for learning.

Prerequisite(s): MRKT 212 .
Attribute: (ATTR: BUS).



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