Academic Catalog 2023–2024

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MKT337 Brand Management

[3–0, 3 cr.]

The course provides students with a comprehensive understanding of the principles, strategies, and techniques involved in effectively managing brands. It highlights the importance of brand equity as well as how to build, measure, leverage and manage that equity regionally and globally.  The course also emphasizes the importance of designing proper marketing programs and integrating marketing communication to build strong brand management strategies.

Topical coverage includes: Brand identity and brand elements; building brand equity; consumer behavior and brand perception; brand communication and integrated marketing communications (IMC); brand extensions and brand portfolio management; branding strategies; brand crises and reputation management; ethical and sustainable brand management.

Prerequisite: MKT201 Introduction to Marketing