Strategic Brand Management

Catalog description

Examines strategic issues associated to brand management – an important aspect of marketing function – including how to build, measure, and manage brand equity over time. Addresses topics related to the importance of a brand, its integration in the organization, strategies in managing brand portfolios, identification and creation of value to offer to consumers, analyses for planning and decision making, budgeting, brand ethics and global implications, among others. May not be taken for credit by students who received credit for: MKTG 484-6 Prerequisite(s): MKTG 302 or MKTG 305 with a grade of C (2.0) or better.