2020-2021 Catalog

MK 526 Strategic Brand Creation & Management

This course introduces students to the concept of brand and branding. This course examines the brand concept, recognizing brand management as a critical component in the development of successful marketing strategies, and execution of effective marketing plans. This course provides understanding of how consumer behavior and customer engagement influences the creation and management of a successful brand, product, or product category. The students in this course explore brand-product strategies, research techniques and analytical processes contributing to the advent and management of effective and successful brand-product strategies. Course emphasis is on utilization of data rather than its collection. This course is designed to build on and apply conceptual tools acquired in MBA 525 and relate them to brand creation and management. Class projects include a team brand building and development project and an individual evaluation of selected domestic and global brand campaigns.

Credits

3

Prerequisite

MBA 525