MK 343 - Global Brand Strategies and Portfolio Management

Credits: 4 credits

Examines how the notion of the brand can be taken to scale. Explores the uses of different types of brand architectures by different types of organizations as they grow and expand internationally. Considers the values of the brand to the conglomerate organization as it manages its portfolios of companies, products, and customer segments. Use is made of case analysis.

Prerequisite(s)/Course Restrictions: MK 220, MK 221, and MK 222.