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<<< click here to get back to the MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
MKT 408 Product branding (3 Credits)
This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. The course adopts a particular perspective on the discipline of branding: one that accepts brand meaning as the core of the brand building process, and acknowledges principles of meaning management that help create brand value and guide brand evolution over time. This paradigm for brand management will expand your ability to think creatively and with increased precision about how to manage brands. The course does not expose students to the "P&G approach to brand management," as grounded in the economics tradition. Rather it provides a socio-cultural perspective on branding, and offers a meaning-oriented view for managing it.
Course sub-tasks include a brand audit and situation analysis, competitive and brand strategy development, conduct of consumer research, preparation of the brand essence statement and creative brief, and crafting of communications and other strategies capable of delivering on brand strategy and objectives. The course involves the analysis of extensive secondary research materials, the mastery of consumer research skills, and the accomplishment of in-field research.
The following are acceptable topics for this course:
- An appreciation of the strategic significance of the discipline of branding
- A sound foundation in consumer-brand behavior capable of informing the discipline of branding, especially as concerns research tools for uncovering brand meaning
- Insight into the architecture of brand meanings and the processes guiding its creation
- Familiarity with the meaning-based strategies and tactics involved in building, leveraging, and defending strong brands, with a particular emphasis on advertising.
Recommended Text(s)
Marketing & Brand Management: The Vault.com Career Guide to Marketing & Brand Management
Vault Com Inc, Vault.Com Latest Edition
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