BU 525 - Product and Brand Management

Credits: 3

This course focuses on creating and managing product and brand portfolios for long-term profitability. The course will provide a framework within which students will be able to identify and understand variables that drive the success of brands and product lines. Particular emphasis will be placed on the building brand equity within the context of other brands, as well as managing brands over multiple categories, over time, and across multiple market segments.

This course utilizes classic and current consumer and business-to-business case studies of leading marketers and their strategies for effectively building and managing products and brands.