MKTG 348 Brand Management (3)

A firm’s brand name, identity, image and reputation are among its most valuable assets. A relentless focus on the management of these assets is therefore critical, yet doing so has become increasingly difficult for firms. Advances in technology, global economic disparities, increased competition and costs, and amplified scrutiny of firms due to the ease of information/misinformation proliferation are some of the key challenges faced in the brand management domain today. In this course, students obtain a robust understanding of the current challenges faced by marketing managers as well as learning the necessary strategies and tactics to obuild strong brand positions in dynamic, competitive environments.
Prerequisite(s): ECON 200, ECON 201, MKTG 302, Junior standing
Course Frequency: Fall and Spring