MKTG 4810 - Brand Management

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.