Course Objectives This course is designed with a focus on brand management strategy that drives excellence firms. Supplemental Course Materials All additional materials, including lecture slides, will be made available on Carmen. The textbook chapters and course packet articles provide conceptual frameworks for managing brands, and the assigned cases pose different brand management problems. Students are expected to read the assigned textbook chapters, articles and cases thoroughly prior to each class session, and come prepared for discussion. Link to purchase the course packet is provided on Carmen. Course Packet: A collection of five cases and two articles from Harvard Publishing. Links to purchase or rent digital/print versions of this book are provided on Carmen. Textbook: Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), by Kevin Lane Keller, Pearson, Prentice Hall. Required Course Materials The are two required elements under course materials – 1. How to Build and Sustain a Powerful Brand Professor: Office: Email: Telephone:
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