2016-2017 Academic Catalog 
    
    May 31, 2020  
2016-2017 Academic Catalog [Archived Catalog]

MKT 680 - Branding


Credits: Three (3)
Prerequisite: MKT-660
This course explores the role of the brand management function in building strong brands, measuring their equity or value, and in maintaining the strength of the brand over time. The primary objectives of this course are to increase the understanding of the important issues in planning and evaluating brand strategies and to provide the appropriate theories, models, and other tools to make better branding decisions. An additional area of emphasis will be brand management’s interaction with other functional disciplines within the corporate structure, including customer marketing and field sales.