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Sep 27, 2024
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MKT 4600 - Brand Management
The course provides an overview of the key principles of brand building and brand management. The topics include designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. The course emphasizes practical applications and case studies.
Requisites: MKT 2020 or 2400
Credit Hours: 3
Repeat/Retake Information: May be retaken two times excluding withdrawals, but only last course taken counts.
Lecture/Lab Hours: 3.0 lecture
Grades: Eligible Grades: A-F,WP,WF,WN,FN,AU,I
Learning Outcomes: - Students will be able to define branding terms and approaches
- Students will be able to explain how brands are built, managed, positioned, extended, and re-positioned
- Students will be able to critique brand positioning, growth, and maintenance strategies as a means of creating market value
- Students will be able to compare techniques for measuring brand impact and equity
- Students will be able to evaluate brand management techniques designed to grow and sustain brand equity
- Students will be able to describe legal concepts associated with brand protection
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