2022-2023 Academic Catalog

Apr 19, 2024

2022-2023 Academic Catalog [ARCHIVED CATALOG]

MKT 237 - Branding Concepts and Principles

This class introduces the key concepts and principles of branding as a critical part of the new business landscape. These concepts will be delivered through cases, articles, and global reviews of top brands in major product and service segments. The delivery of content will rely on textbook studies of branding, along with articles from business magazines and other relevant sources. Brand management is becoming more critical for both large and small organizations, as Corporate Social Responsibility and other issues become larger components of consumer and business buying decisions. This course covers ethics through the lens of establishing a strong brand purpose that reflects the values and ethics of a brand as part of the long-term value it delivers to its customers and stakeholders.

*This class was formerly MGMT237. Students who completed MGMT237 should not take this class.

Prerequisites: MKT 230 OR MGMT230; sophomores, juniors and seniors only

Anticipated Terms Offered: Annually