BRAND MANAGEMENT

Catalog description

This course focuses on the development and management of brands over time. Students will learn the important role that brand management plays in the success of products, services, events, people, places, companies, organizations and other entities. The brand management process includes brand identity creation, marketing strategy program development, measurement and evaluation of brand performance, and brand equity growth management. Current issues will be discussed that impact brand management. Students will analyze and develop effective brand management strategies through cases, assignments and a project.