AEM 4480

Brand Management

Course Description

Course information provided by the 2024-2025 Catalog.

Brands have become the central organizing principle of most organizations, guiding many decisions and actions. This elective course addresses important brand management decisions faced by firms. Combining the latest in thought leadership on this topic with practical exercises and research presentations, you will learn how to manage a brand for increased customer engagement, market advantage and profitability. We will cover key elements of brand management via presentations on key concepts as well as reading and presenting brand management research to give you the skills to incorporate both industry practices and insight from empirical articles into your brand management toolkit.

Prerequisites/Corequisites Prerequisite: AEM 2420. 

Forbidden Overlaps Forbidden Overlap: HADM 4480, HADM 6480.

Outcomes

• State the importance of brands and branding.
• Recognize terminology and brand strategy relevant to building, growing, and maintaining customer-based brand equity.
• Read and analyze brand relevant articles in academic journals which could inform your practices in industry.
• Diagnose and analyze contemporary brands in order to develop innovative, practical and profitable solutions.

When Offered Spring.

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