MRKT 2650 - The Power of the Brand

Marketing, Management & Finance
As businesses becomes more global, the need to strategically define a company’s position within the industry and consumers’ minds becomes paramount. This course analyzes the components that go into an effective brand strategy. In particular, the concepts of brand positioning and brand equity are examined. Students learn how to effectively design and implement successful branding strategies and how to manage brands over time.
credit(s): 3
Prerequisite(s): MRKT 1550