Brands, Culture, and Marketing

3 credits

Goes beyond traditional courses in brand management and marketing by asking questions about the intricate relationships between culture and the consumption of brands. Raises questions about how a culture can brand itself and promote itself through specific brands. Brand awareness, identity, image, personality, positioning, and equity. Strategies to build and sustain brand equity and the globalization of brands will be addressed. [3-0-0] Credit will be granted for only one of MGMT_O 440 or COMM_O 467. Restricted to students in the Minor in Management. Third-year standing. Prerequisite: MGMT_O 220.