2024-2025 Academic Catalog

Nov 18, 2024

2024-2025 Academic 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.

Prerequisites: MKT 230

Anticipated Terms Offered: Annually