Strategic Brand Management

(Elective Course)

Strategic brand management is an important driver of company success, with brands making up 20 - 50% of enterprise value.  Brand leaders must balance current brand cultural relevance with maintaining a strong and durable foundation.  Students in this course will learn how to build and strengthen these important assets using real-world frameworks and applications.  They will learn to strengthen their brand proposition and build a business case for investment based on: leveraging Customer Lifetime Value, acquiring, and retaining customers, building a stronger marketing budget, making financial decisions, and score-carding success.  The curriculum includes real-world case examples, expert guest speakers, lectures, and a Shark Tank style group project pitch.  Students enrolling in this course should have a foundational understanding of brand marketing from the Brand Management Foundations course.