MKT 560 Strategic Brand Marketing

A company's most valuable assets can be the brands that it has invested in and developed over time. In our global economy manufacturing processes can often be duplicated, but the knowledge, attitudes, and emotional connection established in consumers’ minds cannot. This course intends to introduce MBA students to the key elements of brand development and management, and provide a sound framework for planning and evaluating brand strategies. It will provide the students with the opportunity to increase knowledge of crafting a brand, measuring the brand equity and managing the brand, and learn theories, models, and other analytic tools to make better branding decisions.