Course Description:
To study the role and philosophy of brand management in the strategic marketing process and the resulting effects on strategic and marketing decisions. Topics will include the strategic brand building process, segmentation and positioning for building brands, consumer behavior, brand information systems, building brand equity and the application of brand management using marketing principles. Prerequisite: MKT 6301 or consent of instructor.
Instructor:
Abhijit Biswas
Email:
abiswas@utdallas.edu
Web page:
http://som.utdallas.edu/faculty/faculty_biswas.htm
Course Materials:
Please, refer to the MBS Direct Bookstore or Off-Campus Books for information on texts needed for this course.
Proctored Exam: