MKT337 Brand Management

[3–0, 3 cr.]

This course focuses on developing an understanding of the importance of brands, what do they represent to consumers and what firms should do to manage them properly. It highlights the importance of brand equity as well as how to build, measure, leverage and manage that equity regionally and globally. It also emphasizes the importance of designing proper marketing programs and integrating marketing communication to build strong brand management strategies.

Prerequisite: MKT201 Introduction to Marketing