Mar 28, 2024  
2018-2019 Graziadio Academic Catalog 
    
2018-2019 Graziadio Academic Catalog [ARCHIVED CATALOG]

MKTG 676 Brand Management (2)


This is a business-to-consumer (B2C) course with an emphasis on fast-moving consumer goods (FMCGs). It reviews what a brand is, why a brand is important, how to nurture and protect a brand, classical brand management, the brand planning framework, laws of marketing, how things have changed, holistic emotional communications, the importance of the consumer, the innovative communications process and ownable brand idea, how all consumers are not the same, and how to be an excellent manager and leader. The students will draw on their oral and written presentation skills and will be highly involved in bringing the course material to life. Prerequisite(s): MKTG 605 Marketing Management (2) , MKTG 615 Marketing (4) , MKTG 615B Advanced Marketing Essentials (2) , or MKTG 658 Marketing Management (4) .