MKTG4810

This course covers topics relevant to the creation and promotion of brands that connect in meaningful ways with consumers. Students will explore the power of brands, the challenges of keeping brands relevant, the development of effective brand positioning, and brand touch points. Emphasis will be placed on brand management over time, brand growth, brand extensions, the measurement of brand equity, global branding, and the impact of digital and social media on branding. Current demand generation strategies and their implementation will be discussed.

Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041) AND Intermediate or Full Major or Minor status in the David Eccles School of Business.

Spring