BU 862
Research in Brand & Product
Students discuss and investigate issues pertaining to the brand concept and on product marketing. These include brand and product knowledge structures, brand extensions, brand personality, brand architecture, brand crisis, brand equity, brand communications, the adoption of innovations, and new product marketing issues. The course draws upon a strong research foundation in the
area of brand and product management to identify key trends, challenges and opportunities relevant to the marketing discipline.
Students discuss and investigate issues pertaining to the brand concept and on product marketing. These include brand and product knowledge structures, brand extensions, brand personality, brand architecture, brand crisis, brand equity, brand communications, the adoption of innovations, and new product marketing issues. The course draws upon a strong research foundation in the
area of brand and product management to identify key trends, challenges and opportunities relevant to the marketing discipline.
Students discuss and investigate issues pertaining to the brand concept and on product marketing. These include brand and product knowledge structures, brand extensions, brand personality, brand architecture, brand crisis, brand equity, brand communications, the adoption of innovations, and new product marketing issues. The course draws upon a strong research foundation in the
area of brand and product management to identify key trends, challenges and opportunities relevant to the marketing discipline.
