Marketing Strategy & Branding

Catalog description

This course provides students with a deep, applied understanding of marketing strategy and branding as the foundation of a comprehensive marketing plan. Emphasizing both analytical rigor and strategic decision-making, students will learn to evaluate markets, define brand positioning, and develop marketing strategies informed by internal capabilities and external market dynamics. Through a blend of theory, case work, and data analysis, students will be trained to identify and evaluate strategic marketing opportunities, conduct high-quality market assessments, and build actionable marketing plans. Focus areas include segmentation, targeting, positioning, branding, product and pricing strategies, communication and distribution planning, as well as financial and implementation considerations. Students will be expected to think critically about real-world brand challenges, supported by academic models and frameworks. By the end of the course, students will be able to recommend and defend comprehensive marketing strategies backed by qualitative and quantitative analysis.