Brand Strategy

Catalog description

Brand Strategy (3) This course deals with the brand and what it represents to customers and stakeholders of an organization. The challenge of creating and managing this valuable asset is examined. Topics include brand-market analysis, segmentation, brand positioning for strategic advantage, brand equity, brand hierarchies and portfolios, extension, and leverage. The course uses a mix of cases, readings, and discussions with clients to enhance student skills and understanding of marketing strategy. Prerequisite: MKTG-612 or MKTG-632.