MARK 6322 Branding and Sponsorships
This course is intended for anyone interested in the concept of managing the brand as a strategic asset. In addition to students contemplating careers in brand management in product or service markets for traditional brick and mortar businesses, the course is relevant to future consultants, entrepreneurs, investment bankers, and venture capitalists who seek a better understanding of the brands they will create, acquire, and leverage for customers of the new economy. The course exposes students to the contemporary challenges of creating and maintaining brand equity in both large and small organizations as well as different types of consumer markets. In addition, the brand's role in sponsorship is examined covering sponsor fit, sponsorship inventory and activation.
Offered
Summer