MKTG338 — Branding
MKTG 338 - Branding MKTG 338 - Branding (3 credits) This course examines the relevant concepts involved in the management of brands both in the context of consumers and in organizations. A distinguishing characteristic of modern marketing has been its focus on the creation of differentiated brands. Topics will include identifying and developing bases of brand differentiation; researching and establishing unique brand associations using product attributes, brand marks, names, packages, distribution strategies, and promotional strategies; understanding brand equity and its value to an organization; designing marketing programs to build brand equity; turning around brands in crisis; managing brands over time; and understanding the issues involved with international branding. Grade only. at department discretion. Course Registration
Prerequisites: MKTG300