MKTG 4330 - Strategic Brand Management

3 hours

Course concentrates on strategic and operational issues related to brand management—an important aspect of marketing function—its integration in the organization, management of portfolio of brands, environmental scanning, identification and creation of value to offer to consumers, budgeting, planning, and control issues. Specific areas include research, data management, analyses for planning and decision making, decisions in the areas of product/service offering, pricing, communication (advertising, sales promotion, sponsorship and publicity), channels, ethics and global implications, among others.

Prerequisite(s): MKTG 3650 and MKTG 3700 (may be taken concurrently).