MKT 451 - 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.

Prerequisite(s): MKT 210.

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.

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