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Dec 21, 2024
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MKT 651 - Brand Management (3 units)
This course focuses on how to establish, grow and manage brand equity. Students will also learn how to utilize brand equity to achieve long run profitable growth and higher satisfaction for customers.
Grading Basis: Graded
Units of Lecture: 3
Offered: Every Fall
Student Learning Outcomes
Upon completion of this course, students will be able to:
1. explain key theories and terms pertaining to strategic brand management.
2. apply brand management theories and frameworks to offer solutions for real-world marketing issues.
3. conduct basic qualitative and quantitative brand management research.
4. explain key knowledge of the theories and frameworks pertaining to strategic brand management, including customer-based-brand-equity (CBBE), positioning, marketing communication and channel strategies in brand management, brand portfolio management, brand extension, and brand valuation.
5. develop a cohesive strategic marketing program around a brand.
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