Advanced Brand Management.

Catalog description

Semester course; 3 lecture hours. 3 credits. Restricted to Brandcenter students only. Involves intensive, interactive exploration of factors that affect the success of brands. Students study brand delivery systems from product and packaging design through sales channels to the ultimate consumer. The curriculum combines individual casework and team assignments to ground students in the art and science of strategy development. Students are also exposed to guest lecturers with brand management and integrated marketing expertise. Since brand managers must direct and manage the efforts of colleagues and agencies not under their control, there is a concentration on developing forceful, persuasive communication skills.