Students complete the Brand and Product Management concentration by taking the following six courses:
 

MKT 542

BRAND CULTURE

Brands are complex socio-cultural entities. They occupy a unique position in modern culture and consumers are increasingly playing a more prominent role in the legacies of brands. Despite these realities, the complex relationship between brands, consumers and culture has typically been ignored. This seminar class will explore the culture of brands, focusing on what consumers do with and to brands instead of what brands do to consumers. Readings will come from a variety of perspectives, including both practitioner and academic sources. Topics covered will include: Sociological aspects of consumers and their brands, brands and status systems, brand and consumption communities, and consumer created marketing content. This class is designed to give you an advantage in being the best brand manager. It will stress critical thinking, creativity, synthesis and application of the newest insights concerning brands. Students will emerge with a better understanding of how to engage in the practice of cultural branding.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 545

CONSUMER BEHAVIOR

Required for Marketing concentration. A review of the various theories, models, and techniques that attempt to explain consumer behavior. The course consists of lecture-discussions of behavioral theories, the empirical findings of contemporary research, and case studies designed to illustrate the salient issues involved in developing consumer-oriented marketing strategies.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 575

ADVERTISING AND SALES PROMOTION MANAGEMENT

A study of the theories and techniques applicable to the development of the promotional mix. Class consists of analysis and development of objectives, budgets, message design and media selection, and measuring the effectiveness of these for mass design and direct promotional vehicles.
Prerequisites:
MKT 545 and MKT 555 are a prerequisite for this class.

MKT 535

MARKETING STRATEGIES AND PLANNING

The basic elements of planning including the identification of the company's basic purpose and mission and their translation into specific objectives. Strategies to accomplish objectives are fused from marketing, financial, and manufacturing elements but emphasizing marketing elements. This course focuses on the contribution of marketing to the establishment of company policies, objectives, and marketing planning.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 583

MONETIZING MARKETING STRATEGY

The goal of every business strategy is to create profitable customers by delivering superior value. The way in which that strategy is monetized in the implementation process is critical to the success of the venture. The key focus of the course will be the development of useful processes and metrics through the marketing and selling activities to deliver customer and corporate value which will allow managers to monitor and measure individual corporate performance. Student learning will be assessed by a combination of class participation, weekly assignments, examinations, and team performance on final written proposals and presentations.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 541

BRAND MANAGEMENT

Brand management is an important component of both consumer and business marketing. The course addresses important branding decisions faced by an organization, particularly the role of brands in strategy. Learning objectives are (1) to increase understanding of the important issues in planning and evaluating brand strategies; (2) to provide the appropriate theories, models, and other tools to make better branding decisions; (3) to understand how marketing mix variables can affect brand equity over time; (4) to understand how to build and maintain brand equity; (5) to understand how to adapt brand strategies and tactics to optimize marketplace success.
Prerequisites:
MKT 555 is a prerequisite for this class.