MK 610 - Marketing/Brand Management

Credits: 4
Introduces the marketing management process with emphasis on the communication discipline embedded within organizations. Focus is concentrated on making decisions about products, brands, pricing, distribution channels, and communication plans to deliver value to consumers. Stresses the importance of the role of brand in IMC strategies. Students learn why brands are important, what they represent to consumers, and what should be done by organizations to manage them properly. Students learn how brand equity can be created, how to measure brand equity, and how to use brand equity to expand global business opportunities. Brand simulations, readings, and discussions facilitate learning.