Hide Advanced Options
Courses - Fall 2021
Part-Time MBA Program Department Site
Managing Brands and Products
Credits: 2
Grad Meth: Reg
Prerequisite: BUSM612.
Restriction: Must be in Business and Management (Master's) program OR Permission of BMGT-Robert H. Smith School of Business.
Brand names are valuable assets for firms. Effective brand management is critical to maintaining the long-term profitability of products and services. Topics include understanding brands from the customer's perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and managing brands over time.