MKTG 2306 - Building and Managing Brands

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

Time Guidelines
The standard instructional time for this course is 45 hours.

Prerequisites

One of:
- MKTG 1060
- MKTG 260

Equivalents
MKTG 306