Catalog

BUS 462 - Brand Strategy and Product Mgmnt (4)

Some of a firm's most valuable assets are the brands that it has invested in and developed over time. This course explores branding from a consumer perspective and provides insight into how profitable brand strategies are created for the purposes of keeping and attracting customers. Through this course students will come to understand what branding is and why it is important in today's marketing environment as well as how to create, measure and maintain brand equity. Prerequisites: BUS 302 or BUS 492