MKTG 3362 Purpose-Driven Brand Management 3.0 Credits
Branding is the foundation of marketing and it goes well beyond logos and slogans. At the heart of an iconic brand are a purpose-driven value proposition and a deep understanding of the ideal customer. This course introduces the concept of purpose-driven branding and examines branding as the strategic cornerstone of a company’s marketing efforts. Students will explore how brand values, brand identity, and customer insights shape strong brands and will learn to approach branding with a long-term, strategic perspective.
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 201 [Min Grade: C-] or MKTG 2201 [Min Grade: C-]