Fall 2024 Marketing B8621 section 001

Managing Brands

Call Number 17087
Day & Time
Location
W 6:00pm-9:15pm
420 Kravis Hall
Points 1.5
Grading Mode Standard
Approvals Required None
Instructor Bernd H Schmitt
Type LECTURE
Method of Instruction In-Person
Course Description

Great brands stand for many different things in the minds of customers. But they all succeed in generating consumer interest, loyalty, even passion and enormous value for the companies that manage them. Our focus is on strategic and creative management of brands. We will examine how innovative managers create brands that connect with customers by studying customer lifestyles, tapping into cultural meanings, managing customer experiences, and executing brand strategies across touchpointsfrom naming and visual identity to advertising, new media, retail, packaging, product innovation, and service. We will also touch upon brand valuation and analytics, but these topics are covered in more depth in other classes. Class sessions will combine lectures, case studies, industry speaker perspectives, and group exercises. The course will be providing an integrated brand-management model. The concepts and tools of this six-step model will be presented and discussed in various class session. Students will apply the model as part of Part I of their final group presentation. Students are evaluated for their ability to master new concepts, think strategically, and generate truly creative solutions to everyday branding challenges. The objective of the course is to familiarize you with. The creative and strategic nature of branding Practical frameworks for managing a brand and experience project Tools for implementing a brand strategy in visual identity, communications and new media. The course will be useful for managing a brand and experience focused consulting projects, and to position or reposition a brand as a brand manager in various industries (e.g., consumer goods, services, and technology).

Web Site Vergil
Department MARKETING
Enrollment 55 students (74 max) as of 11:06AM Saturday, December 7, 2024
Subject Marketing
Number B8621
Section 001
Division School of Business
Open To Business, Journalism
Section key 20243MRKT8621B001