Credits: 3 credits
Students learn how brands are managed as strategic assets. They develop the necessary knowledge and skills for creating, measuring, maintaining and growing brand equity in a competitive market place. Topics include an introduction to brands and brand management, identifying and establishing brand positioning and values, planning and implementing brand marketing programs, measuring and interpreting brand equity, and growing and sustaining brand equity.
Prerequisite: MKTG 2430 (minimum C-) or equivalent
Note: Students may not receive credit for more than one of MKTG 4420 or BBUS 4420
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