MKT 6020 - Product and Brand Development

Credits: 3

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, students learn how brand identity must be nurtured and managed to positively affect an organizations performance and future, as well as understand the power and importance of a brand from its creation through execution. This course provides students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how organizations develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history; understanding the differences between brand equity and brand identity; and consideration of how brands are won and lost. (3) Limited to online program students.

Prerequisite(s): None
Graduate