Apr 12, 2024  
2013-2014 Undergraduate Catalog 
2013-2014 Undergraduate Catalog [ARCHIVED CATALOG]

Add to Portfolio (opens a new window)

MKTG 338 - Branding

(3 S.H.)

This course examines the relevant concepts involved in the management of brands both in the context of consumers and in organizations. A distinguishing characteristic of modern marketing has been its focus on the creation of differentiated brands. Topics will include identifying and developing bases of brand differentiation; researching and establishing unique brand associations using product attributes, brand marks, names, packages, distribution strategies, and promotional strategies; understanding brand equity and its value to an organization; designing marketing programs to build brand equity; turning around brands in crisis; managing brands over time; and understanding the issues involved with international branding. Prerequisites for College of Business majors and minors: Admission to the College of Business and MKTG 300 - Principles of Marketing . Prerequisites for non-College of Business majors and minors: Junior standing and instructor’s permission.

Course Registration

Add to Portfolio (opens a new window)