Overview
Marketing : This course is designed to convey the structures, frameworks and evolving best practices of effective brand management. Core brand management techniques examined include launching new brands, rehabilitating damaged brands and various brand extension options. The valuation of brands and the development and optimization of brand equity profiles are also covered.
Terms: Fall 2015
Instructors: Mackalski, Robert (Fall)
Restriction: Not open to students who have taken MRKT 690 (when topic was Winning at Brands)
The course is delivered using a mixture of concept briefings, case simulations and class debates.