Course Proposal
Workflow Step: Dean, Business
Chair, Business
Description
A course that focuses on analyzing all aspects of a brand, including creating strategic plans to create, build, and leverage a brand's equity or value over time. Course topics include brand values, positioning, awareness, image, and loyalty. The course includes discussion of developing and launching brand extensions and cobrands, global branding, sustainability, and methods to assess brand performance and profitability. Additionally, the concepts, theories, frameworks, and analytical tools covered in the course aid students to better understand how firms plan, implement, and evaluate their brand-building strategies. Through frameworks, cases, applied projects, and contemporary readings, students will learn how to build, measure, and manage brand equity across platforms and industries
Credits
3
Terms Offered
VARIABLE
Prerequisites