BUS 347 - Product & Brand Management
Virtually every business is organized around its products and services. A firm’s brands are often its most valuable assets. This course exposes students to the contemporary challenges faced by a broad variety of firms in creating, maintaining, and managing brand equity over both the short and long term. It examines the contemporary challenges faced by a variety of firms involved in developing and introducing new products, formulating strategies for managing product lines, and building, leveraging and defending brands. Students work with data that are typically available to product and brand managers to achieve a real-world learning experience. The course is not only relevant to students whose interests are in brand management, but also students from outside of marketing seeking broad coverage of marketing issues.