This course covers strategies related to creating, developing, and maintaining brands. Students gain an understanding of the concepts, principles and tools used to manage brands. Students learn how to develop a marketing mix for the brand, test the brand and mix in pretest and/or test market, and monitor and refine the brand and mix as it flows from test market to national introduction.

Oasis Title

BRANDS & BRAND MGT

Duplicate Credit

Not open to students with credit in MARK 8660 or MARK 7760

Semester Course Offered

Offered every year.

Grading System

A-F (Traditional)

Prerequisite

MARK 7510

Course Objectives

Students gain an understanding of the concepts, principles and tools used to manage brands. Students learn how to develop a marketing mix for the brand, test the brand and mix in pretest and/or test market, and monitor and refine the brand and mix as it flows from test market to national introduction.

Topical Outline

Developing a marketing mix Testing the brand Mixing in pretest and/or test market Monitoring and refining the brand and mix

Syllabi MARK 7761
Credit Hours 1.5 to 3.0

Schedule of Classes

Summer 2014

No scheduled meetings.