New Product Development and Branding

Catalog description

3 Lecture Hour(s) 0 Lab Hour(s) In this course, students will study the brand formation process, brand positioning, and a brand’s ability to create memorable consumer experiences that can lead to positive brand-customer relationships. They will study brand management through the lens of the firm and the consumer with an emphasis on how these perspectives are synonymous and combative with one another. Additionally, students will consider the role of marketing communication vehicles and platforms in effective brand management.