Strategic Brand and Product Management

Catalog description

Develops an understanding of how to formulate strategies for building, leveraging and growing strong brands. Addresses the organizational and individual characteristics necessary for successful strategic brand management and how to design and implement effective brand-building programs. Course consists of case discussions, lectures and guest speakers, as well as a simulation that allows students to act as brand managers. Valuable for students seeking to advance as marketers, general managers, consultants or entrepreneurs. Lessons applicable to B2B and B2C contexts and across industries. This course is for Daytime MBA and Accelerated Daytime MBA students.