Course Description:
Brand Strategy is a critical part of Marketing and is rapidly changing with innovations in technology. This introductory course will focus on analysis of existing brands in consumer goods, services and business-to-business products. Examples of existing brands will be examined in a case based format. We will look at the strategy different brands have used to shape and enter the market and the strategic choices made in terms of go to market models.
Students will gain familiarity with different models for brand strategy and analysis as well as learning about the real world applications of Marketing and Brand Strategy.
Brand Strategy is a critical part of Marketing and is rapidly changing with innovations in technology. This introductory course will focus on analysis of existing brands in consumer goods, services and business-to-business products. Examples of existing brands will be examined in a case based format. We will look at the strategy different brands have used to shape and enter the market and the strategic choices made in terms of go to market models.
Students will gain familiarity with different models for brand strategy and analysis as well as learning about the real world applications of Marketing and Brand Strategy.
- Teacher: Anne Marie Robertson