Jul 07, 2020  
2019-2020 Catalog 
2019-2020 Catalog [ARCHIVED CATALOG]

MKT 325 Brand and Product Management

3 unit(s)
Explores the field of brand management including product management, brand positioning and building, measuring and managing brand equity over time. This course utilizes classic and current consumer and B-to-B case studies of leading marketers and their strategies for effectively building and managing products and brands. Topics include customer focus, brand positioning and identity, creating points of difference and competitive advantages, marketing communications and messages including the Internet and building customer loyalty. Covers building brand portfolios, sub-brands and line extensions and distribution strategies. Prerequisite(s): MKT 300 .

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