MKTG 332 - Product and Brand Management

2020-2021 Catalog Year

Credit(s): 3
Lecture: 3
Non-Lecture: 0
An essential element of corporate success is the management of products and brands. The course emphasizes the decisions that firms expect product and brand managers to make to achieve market share and financial objectives. In this course, students will examine how a favorable brand and memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions. The students will study brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life and the role of brand knowledge in building brand equity.

Prerequisite(s): MKTG 331
Offered: Every Spring Semester