MGMT 683: INTRODUCTION TO BRAND STRATEGY
Fall 2024 · Section 001 · CRN 17292
Introduction to Brand Strategy is designed to introduce students to core branding concepts through case analysis (done out of class) and branding exercises completed in class within brand teams including: brand audit, brand positioning, brand platform. Brand strategy elements to be introduced include: choice between branded house vs house of brands; sponsored and endorsed brands; brand architecture and brand portfolio; brand equity. Mutually Exclusive: Cannot register for MGMT 683 if student has credit for MGMT 684.
- Credits
- 75
- Instructors
- Kathleen Clark