Strategic Brand Management

Catalog description

This course teaches students how to create a strategic marketing plan. Students will learn to develop a thorough understanding of customers, analyze markets, develop brands, position new products and services, and create integrated marketing plans with metrics to monitor performance. The course will combine quantitative and qualitative analyses to support marketing decisions. Students will work on projects and make tactical decisions about designing and implementing an effective marketing strategy. The course provides the opportunity to apply marketing knowledge and strategy in a tangible and meaningful way by participating with a corporate partner. In addition, it exposes students to processes that facilitate the building of strategic marketing plans.