Strategic Brand Management

This course teaches students fundamental and leading-edge concepts in brand management. Students learn to develop and articulate brand strategy, how to give strategic brand direction, and how to measure strategic brand progress. They learn how to manage key relationships and functions that surround the brand, e.g., advertising, promotion, public relations, licensing, and product and package design agencies. A capable brand manager has exceptional strategic, quantitative, interpersonal, and presentation skills and must be comfortable with decision-making and leadership. The course will focus on the development and application of these skills in brand management via in-class learning, case discussion, and project work.

Averages use numerical 1–5 ratings, including the ratings submitted with new anonymous reviews.

OrganizationHow well the course was organized

4.78 / 5

ChallengeHow intellectually challenging students found it

4.63 / 5

AttendanceHow necessary attendance was

4.66 / 5

AssignmentsHow helpful assignments were

4.58 / 5