Brand Building

Catalog description

This course takes a consumer-centric and \201Creal world\201D approach to explore how companies create, build and sustain compelling and inspired brands. Students will be exposed to how brand strategy and actions plans are crafted and developed within successful consumer-led companies. The class will be experienced as if the students are working as brand builders within a consumer-driven company, learning the concepts of brand-building while seeing how real work gets done. A hallmark of the course is a ‘shark tank’ experience with professionals where students pitch a new brand they have created from scratch. Prerequisites: Undergraduate level MKTG300 Minimum grade of C Williams College of Business Marketing