Strategic Brand Management

Catalog description

Strategic Brand Management is designed to introduce students to the practical applications of brand management. This course focuses on methods and practices of managing brands and emphasizes the research and analytics surrounding contemporary brand management. The case-study method will be used extensively within this course. Case studies provide students with complex, multifaceted marketing problems that require perceptive analyses and call for concrete decisions and marketing actions. This approach, with its emphasis on real-life situations that can and do surround the practice of marketing, is best suited to developing the skills necessary to manage the new product development process.