MKT 396B Special Topics: Strategic Brand, Product, Consumer, and Global Marketing

3 unit(s)
This course integrates the principles of brand and product management, consumer behavior, and global marketing to prepare students for strategic marketing decision-making in today’s dynamic, global marketplace. Students will explore managing product portfolios, brand positioning, and building brand equity, while applying consumer behavior insights to design effective marketing strategies. The course examines marketing across international markets, including cultural, economic, and regulatory considerations, and emphasizes creating customer loyalty, developing sub-brands and line extensions, and executing global product strategies. Applied projects provide hands-on experience in designing marketing strategies that succeed locally and globally. Prerequisite(s): MKT 300, MKT 305, and MKT 335.

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