Brand Management

3.00 credits · Undergraduate

Prereq: COMM 2211; or permission of the Department This course covers strategic brand management decisions focused on the large-scale decisions to build a brand as well as specific tactics that can be utilized to enact those strategies. Topics and theories may include brand positioning, the brand resonance pyramid, and the brand value chain. Experiential learning activities may include case studies, class discussions, or a brand audit. The course examines successful brands and teaches the tools required to make strategic branding decisions. (Format: Lecture/Projects 3 Hours) (Exclusion: COMM 4991 Brand Management)