MKTG 505Marketing and Branding

Catalog

This course introduces students to the essentials of marketing and brand management at the graduate level. Students will learn concepts and frameworks from the marketing and branding literatures, such as the definition of marketing and the concept of Customer-Based Brand Equity (CBBE). Students will then apply the knowledge by leading a class discussion, interacting with the current industry professionals in the field, conducting a brand audit with group members, and putting together a personal brand plan. As a result of taking this course, students will build their own toolkit to market any brands in their future endeavors.