MKT 6400 - Branding

Credits: 3

Introduces the basics of strategic brand management. Topics include the meanings of brand and branding, products versus brands, brand elements and associations, components and processes of a brand strategy, new brands, digital brands, brand architecture, measures of brand performance, and time and place contingencies in branding. Emphasis is on application of branding concepts and theories to draw practical conclusions through case studies and projects. Prerequisites: MBA 6050. Nonrepeatable. Approved for distance education.

Repeatable:
No