Strategic Brand Management

Catalog description

3 hours. Course concentrates on strategic and operational issues related to brand management - an important aspect of marketing function - its integration in the organization, management of portfolio of brands, environmental scanning, identification and creation of value to offer to consumers, budgeting, planning and control issues. Specific areas discussed will be research, data management, analyses for planning, decision making, decisions in the areas of product/service offering, pricing, communication (advertising, sales promotion, sponsorship, and publicity) channels, ethics and global implications, among others. Prerequisite(s): MKTG 3650 or equivalent and MKTG 3700.