BRAND STRATEGY

MARKETNG 750

Learn how brands add value for consumers and customers and how an understanding of this process can be used to create and leverage intangible brand assets for the organizations that own and control brands.

MARKETNG 725

Explores the critical role of 'Place' within the marketing mix, focusing on how to effectively design, implement, and manage the marketing channels that make products and services available at the right place, time, and value proposition. Covers identifying customer needs, aligning them with the strengths of various market intermediaries, addressing conflicts associated with direct-to-consumer strategies, and understanding incentivization, power dynamics, and control. Delves into managing relationships, the role of brands, and the transition to an omnichannel environment.

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.

MARKETNG 460

A capstone in strategic marketing decision making, emphasizing analysis of the external environment. Focuses on the integration of prior learning, new frameworks, and application of marketing strategy from a "real world" perspective.