MKT 616 - Brand Management

Students will develop core skills needed towards understanding, crafting, measuring and managing brand strategies across a variety of industries, such as fashion, sports and entertainment. The course draws on marketing, sociological, psychological and technological theories of consumer behavior and culture and examines branding as a co-creation of consumers, marketers and culture. The course objectives are to:
1) Design effective brand identifies and value propositions as part of overall business strategy.
2) Develop brand building and licensing programs (including associated legal issues)
3) Apply brand licensing and creative elements for effective branding
4) License key brands to expand retails channels internationally
5) Leverage digital technologies, such as social media marketing, to promote branding and licensing programs.
lecture
Credits: 3
Prerequisite: MBA 560
Offered in the Winter Trimester