Description
MARK 335. BRAND MANAGEMENT. This course explores the principles and practices of brand management with an emphasis on creating, measuring, and managing brand equity. Students will discover how to build strong brands, create value for consumers and business organizations, and apply methods for assessing brand performance. Topics covered in this course include customer-based brand equity (B2B and B2C), brand positioning, brand architecture, brand associations and communication, and global branding strategies. Ethical challenges in brand management and a Christian perspective of marketing will also be explored. Prerequisite: Marketing 104. Three hours.