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Prerequisites: MKTG 3101 or BADM 3750; open to juniors or higher. Not open to students who have passed or are currently enrolled in BADM 3753.
Grading Basis: Graded
Provides students an understanding of customer behavior in relation to marketing strategies in building, leveraging, and enhancing brand equity and formulating strategic brand decisions, such as positioning and designing brands, building and leveraging brand community, measuring brand assets and brand performance, managing global brands, providing brand stewardship, and managing brand extensions. The course provides concepts and perspectives relevant for any market offering (public/private, profit/nonprofit, commercial/noncommercial). Students will conduct a brand assessment project - a brand equity audit or brand marketing plan.
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