This course covers how to apply the concepts of management and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, with a focus on direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.
Course Master:
Term:
Fall 2019
Discipline:
BA (Business)
Credits:
2 credits
Type:
Regular
Level:
Graduate
Can be taken twice for credit?:
No
Exam Date:
Friday, December 13, 2019 - 08:30
Pre-requisites:
Major=MSc: International Management OR Major=MSc: Int'l Mgmt (NGO & Mission-Based Track) OR Major=MSc: Int'l Mgmt (Sustainability Systems Track)
Co-requisites:
None