Strategic Brand Management

Catalog description

This course provides students with insights into the importance of brand equity as well as the means of building, measuring, and managing brand equity. Students identify the role of consumer perceptions, traditional and digital marketing programs, and the impact of time and geographies in establishing brand equity. Emphasis is placed on learning state-of-the-art concepts, frameworks, and tools; and established global practices to build and sustain strong brands. Prerequisite: MKT 309 ; admission to business. Offered Fall.