MKTG 306 - Building and Managing Brands

Course Description:
Building and Managing Brands explores the intangibles, such as corporate culture, as well as the tangibles, such as product differentiation, which help attain and maintain brand equity in the market. Rapidly emerging business trends, such as corporate social responsibility, are also featured, which help shed light on what companies are doing to separate their brand from competitors. Students will produce a brand book and plan to manage a brand.

3 Credits

Prerequisite(s):

MKTG 260

Equivalent(s):
MKTG 2306