Discover the strategic role of branding and brand management in marketing practice. Identify and measure brand equity, build a new brand, manage an established brand, market a brand, and manage a portfolio of brands.
Prerequisites:
BUS‑255 Introduction to Marketing;
BUS‑350 Marketing Communications
Introduction to Marketing
BUS‑255
Discover how organizations create value and connect with customers through relationships and technology. Examine market segmentation, select a target market, position a company in relation to the competition, analyze new product development and brand management strategies, and develop an effective marketing mix (e.g., product, place, promotion, pricing).
Marketing Communications
BUS‑350
Create powerful and effective marketing campaigns that integrate a variety of media. Hone your skills by developing an integrated marketing communications plan for a client using appropriate advertising, personal selling, direct marketing, sales promotion, and public relations tools.