Fall 2024 Marketing B8681 section 001

Brand Management in the Digital Age

Brand Management in the D

Call Number 16855
Day & Time
Location
FM 6:00pm-9:15pm
440 Kravis Hall
Points 3
Grading Mode Standard
Approvals Required None
Instructor Thomas Hafen
Type LECTURE
Method of Instruction In-Person
Course Description This course introduces the principles of brand management as practiced by industry leaders today. Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer driven marketing remain essentially the same; we will discuss how great marketing, including digital programming, is driven by a sound understanding of consumer segmentation, brand positioning, distinct product benefits, and relevant in-market executions.

Upon completion of this course, you should understand essential marketing concepts and use them to develop marketing strategies. You will develop this understanding through core readings, basic frameworks, and case studies involving firms such as Procter & Gamble, Coca-Cola, Unilever, Porsche, Nestle, Sephora, and Glossier.

This course is relevant for students interested in driving consumer demand regardless of career path. There are no prerequisites.

Key Concepts Taught in This Course

Category and Competitive Dynamics
Consumer Segmentation
Brand Building
Commercial Strategy and New Product Innovation
Principles of Consumer Communication, Interactive Marketing, Social Media, and CRM
Web Site Vergil
Department MARKETING
Enrollment 70 students (74 max) as of 11:06AM Saturday, December 7, 2024
Subject Marketing
Number B8681
Section 001
Division School of Business
Open To Business, Engineering:Graduate, Journalism
Section key 20243MRKT8681B001