BRAND ASSET MANAGEMENT

MARKETNG 735

Provides a comprehensive and up-to-date treatment of the subjects of brand, brand equity, and strategic brand management. Examines the concepts and techniques to improve the long-term performance of brand strategies.

MARKETNG 700

Provides a framework for evaluating marketing problems and developing a marketing strategy. Customer, competitor, and collaborator factors are emphasized as foundations for marketing decision-making. Examines the key aspects of product, pricing, distribution, and promotion strategy.

JOURN/MARKETNG 605

Provides an overview of the rapidly changing digital landscape and its role and importance in the marketing mix. Explores the digital revolution and its impact on building brands in today's digital first environment. Examines themes of the revolution and their effects on how organizations market their brands and, more broadly, on culture.

MARKETNG 335

Learn about brands, how they work, and apply that knowledge to managerial situations. Covers brand history, societies, and cultures; critical mental processes; marketing imperatives; and the economies that underlie them.

JOURN 649

Provides a comprehensive introduction to classical consumer packaged goods brand management by exploring the intersection of marketing, advertising, and strategy to grow sales profitably over time with winning products and effective campaigns. Illuminates the foundational concepts, frameworks, and tools brand management professionals use to drive awareness, consideration, trial and repeat of their offerings to increase market share and establish long-lasting brand equity with target consumer groups. Engages leadership and positioning principles to cultivate and communicate one's professional and personal brand in any career or life path.