Brand Management Strategy

Hours

3.0 Credit, 3 Lecture, 0 Lab

Develop the fundamental skills required to successfully manage consumer brands, including brand strategy and development, P&L management, portfolio creation, AC Nielsen analysis, product innovation and competitive strategy.

Principles of Branding

Understand the principles of branding and brand-consumer relationships.

Evaluating brand performance

Measure and evaluate brand performance.

Optimizing brand assets

Demonstrate ability to optimize and leverage brand assets.

Strategy development and implementation

Develop a brand strategy and a plan for its implementation.