MKTG 3550 - The Fundamentals of Branding

Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Lecture
What are brands? Why do they matter to consumers and organizations? How do companies build strong brands for success in a competitive marketplace? Successful brand managers understand the interconnected perspectives of the consumer, the creative designer, and the management strategist. In this course, students will explore different dimensions of consumer-brand behaviour, the role of marketing communications and design in building brand equity, and what this means for strategic brand management.

Prerequisite(s): MKTG 3150 or MKTG 3350.