BU732
Strategic Brand Management
0.5 Credit

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.