MBA 637 Strategic Brand Management

In an era characterized by intense global competition, marketing to diverse consumers, rapidly changing technology, and demographic shifts, the importance of strategic marketing of brands is paramount if a company is to survive, let alone prosper. The marketers have to manage brands in a way that they become sustainable and generate a steady flow of revenues and profits not only in the short run, but also over the long term. Brand management directly impacts an organization’s ROI and its relationship with its various stakeholders. This course is designed to enable the student to understand and apply the strategies that marketers use to manage brands and builds upon the knowledge acquired in other marketing courses (for example, Marketing Management (MBA 635) and Marketing Decision-making (MBA 636). Pre-requisite: MBA 635.

Credits

3