Brand Management

4 credits

A brand is a company’s most important asset, driving financial success, loyalty, and competitive advantage. This course takes a strong stance on brand management, viewing brands as cocreations of consumers and marketers. Brand managers navigate meaning-making, ensuring resonance, value, and risk mitigation over time. Using case studies, the course emphasizes real-world applications, fostering collaborative discussions that enhance learning beyond any single instructor’s expertise. Students will not receive credit for both MGT 482 and MGT 482R. Prerequisites: MBA student or by instructor or department approval.