MKTG Brand Planning
Intellectual Property: Patent Law
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Graduate School of Business
Recommended for route(s):
[ Transactional ] Intellectual Property: Patent Law
Why it is relevant for ...
[ Transactional ] as a Relevant Course outside SLS for those interested in Product Development : IP attorneys, particularly trademark attorneys, benefit from knowing about marketing communications and product development. Students interested in new products and branding issues should consider taking 1 or more courses on marketing and customer focus. This course addresses challenges faced by brand managers and others in marketing positions.
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