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    Jul 18, 2024  
American University Catalog 2023-2024 
American University Catalog 2023-2024 [ARCHIVED CATALOG]

MKTG-421 Brand Management (3)

Students explore brand-building and brand management for products, services, and organizations. This highly-interactive course focuses on the strategies decisions and challenges faced by brand managers. Emphasis is placed on experience with proven strategies for building brands in the competitive marketplace, on the decisions and options faced by brand managers, and on the necessary tools to manage brands. Students construct the brand concept for a new advantage, create brand identity, and build brand equity over time. Prerequisite: MKTG-250  or MKTG-300 .