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BAMA 514 Brand Management

Brand management is a fundamental element of competitive strategy for firms operating in consumer product and service markets. This course is intended for those interested in learning how brands are managed and employed as strategic assets. The course uses cases and project work to familiarize students with the issues and challenges commonly faced by brand managers. Topics include assessing brand meaning, evaluating brand extensions, managing extended product lines, assessing brand strength, assessing brand profitability, defending premier brands, repositioning mature brands, and building brands via non-traditional media. The goal of the course is to develop the conceptual, analytical, and decision-making skills expected of brand managers. In addition to those pursuing a career in marketing, the course may be of interest to those contemplating careers in strategy consulting or investment banking.

Instructor Biography - Tim Silk

Course Outline - Class of 2018 (updated January 11, 2017)