MARK 472 - Branding and Marketing Strategy

3 units (fi 6)(EITHER, 3-0-0)

This course examines the analysis, planning and implementation of marketing strategies, with a special emphasis on the role of brands in that process. Important elements of the course include the concept of brand equity (what it is, why it is important, how to develop and manage it, how to measure it), and the applied implementation of marketing strategies. Prerequisite: MARK 301.