Building &Managing Strategic Brands (BMT 533)

Term: 2011-2012 Academic Year 3A (Grad- Accel)

Faculty

Wendy D HarringtonShow MyInfo popup for Wendy D Harrington

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Description

This course addresses concepts of strategically building, positioning, measuring and managing an organization?s brand equity. Students will explore how strong brand equity influences the bottom line and creates opportunity for growth. The course also examines the role of consumer behavior and branding issues in marketing and advertising, particularly as it relates to developing and sustaining successful brands in competitive markets.