This course is designed to immerse students in the world of business management through the portal of a brand. Brand management is the art and science of creating and maintaining differentiation as a means of sustained long-term competitive advantage for a company. To do this, students will learn how to engage the operational groups of an organization to deliver on the brand promise from the perspective of a general manager. This course will bring together the disciplines of product development, pricing strategy, customer management, channel strategy, integrated communication, and innovation as the building blocks of a strong brand.
