BU 732

Strategic Brand Management

Branding is a critical area of marketing strategy relevant to all organizations. This course examines the role of brands in customer decision-making, relationship management, and building organizational value. Specific attention is paid to building and executing brand strategies in a variety of business contexts - B2B, Services, Consumer Goods, Non-Profits, and Global. Through lectures, case discussions, experiential exercises and guest speakers students will gain insights into the issues and concepts related to brand management. Exclusion: BU692u