MBA 573 Strategic Brand Management

This course is designed to give students the skills needed to create and assess brand image and product positioning. Students will learn how to make branding decisions for business-to-business and consumer marketing strategies. This course will offer a perspective on the creation of brand equity and the management of brands through the product life cycle. The course will explore the process of measuring and interpreting brand performance and to establish the value of a brand strategy. Prerequisite: MBA 531 (3 credits)