Prerequisite: MARK 460 or by Departmental Consent.
This course develops an understanding of the way firms may increase their share of market and profits by creating, building, and managing strong, unique, and favorable brand equity for their products and services.
Outcomes: Students develop a Brand Plan, evaluating the contributions of traditional brand elements, and develop a framework for creating the marketing strategies required for successfully building and managing brand equity.
This course develops an understanding of the way firms may increase their share of market and profits by creating, building, and managing strong, unique, and favorable brand equity for their products and services.
Outcomes: Students develop a Brand Plan, evaluating the contributions of traditional brand elements, and develop a framework for creating the marketing strategies required for successfully building and managing brand equity.