MBA 6315 - Strategic Brand Management

Unit(s): 2

This course explores the best practices in creating and sustaining a company’s most valuable assets, its brands. Students learn what constitutes a successful brand in terms of the consumer and the firm, how to build brand equity, and how to sustain a brand throughout its lifecycle using strategic tools currently employed by marketing professionals. Specific topics include strategic positioning, brand articulation, measuring brand equity, and brand management.

Prerequisite: MBA 6008
Restriction: Degree restricted to Master of Business Admin; Level Restricted to Graduate
School of Management