Brand Management

Catalog description

This course is designed to provide an understanding of how to manage a brand or product, with a focus on understanding the concepts underlying brands and branding. Understanding begins with the idea that even the most skillful marketer cannot make customers buy things that they don’t need or want. Hence, we will focus on issues related to customer behavior and customer decision making, especially as it relates to building relevant products and services, and developing product and/or service adjustments or extensions. This course is designed to build on and apply the conceptual tools obtained in the core marketing courses. .