MRKT 228H - Honors the Power of the Brand

As business becomes more global, the need to strategically place and define a company’s position within the industry and consumers’ minds becomes paramount. This course will serve to analyze which components go into a branding strategy, why they must constantly be reviewed, and how the firm has to be prepared to adapt its strategies to properly and continuously serve the target market and remain competitive. Students will discuss brand management and trends through case study a discussion and the development of a Brand Audit and strategy “pitch” to a client.
3 credits
Prerequisite: MRKT 103H-Honors Marketing
Corequisite: Enrollment in the Fashion Scholars Program