MKTG 357

Brand Planning

Graduate School of Business

Recommended for route(s):

[ Transactional ] Business Law: Media, Entertainment, Sports

General course Description:

Brand Planning is an advanced MBA reading seminar that addresses some of the basic branding decisions faced by companies. The main objective of the course is introduce you to the concepts, models and methods that will help address the challenges faced by brand stewards, managers and others in marketing-related positions. The course will rely on leveraging marketing theory, science and practice to understand and manage brands. Specifically, the objectives of this course are to shed insight on: 1. Understanding the Brand: Determining brand positioning and value proposition 2. Crafting the Brands: Planning and implementing brand marketing programs 3. Building the Brand: Building consumer-brand relationships and measuring brand performance 4. Managing the Brand: Growing and sustaining brand equity over time and across geographic boundaries The course will benefit those in corporate positions with brand stewardship responsibilities, those interested in the valuation

Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law

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