MKTG 4530 - Brand Management

5 credit hours
This course examines organizational branding decisions with an emphasis on the consumer psychological principles that influence the success of strong brands. Students will gain an appreciation for the crucial, strategic role that branding plays in creating shareholder value for a firm. The course is designed to introduce the concept of customer-based brand equity and to develop students’ ability to build, measure, and manage brand equity.

Registration Restriction(s): Marketing majors only
Prerequisite Course(s): C- or higher in MKTG 3500