Strategic Brand Management (428-0-20)

Instructors

Ryan C Reis

Meeting Info

McCormick Foundation Ctr 3119: Mon 6:00PM - 8:50PM

Overview of class

Strategic brand management is an important driver of company success, with brands making up 20 - 50% of enterprise value. Brand leaders must balance current brand cultural relevance with maintaining a strong and durable foundation. Students in this course will learn how to build and strengthen these important assets using real-world frameworks and applications. They will learn to strengthen their brand proposition and build a business case for investment based on: leveraging Customer Lifetime Value, acquiring and retaining customers, building a stronger marketing budget, making financial decisions, and score-carding success. The curriculum includes real-world case examples, expert guest speakers, lectures, and a Shark Tank style group project pitch. Students enrolling in this course should have a foundational understanding of brand marketing from the Brand Management Foundations course.

Class Materials (Required)

TBA

Enrollment Requirements

Enrollment Requirements: PreReq: IMC 420: Brand Management Foundations