MKT 465 - Brand Management |
| Course Detail: |
A specialized course in product planning which emphasizes creating, building, maintaining, and proactively delivering perceived consumer value. Topics include brand development, brand personality, self-concept and preferred brand, brand equity, and the eventual brand strategy. Emphasis is given on the brand?s current market positioning, positioning strategies, portfolio of multiple brands, financial, managerial and operational resources to manage the brand, and managerial expectations of the brand. A critical evaluation of the current leading brands of the country will be covered as case study.
[Pre-requisite: MKT 202 ]
[Credit Hours: 3] |
