Brand Management and Integrated Marketing Communication
MRKT 603 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of the role and importance of brands in marketing strategy. Discussion covers the fundamentals of developing a comprehensive brand strategy that aligns with the organization's goals and target audience. Topics include strategies to enhance, protect, and measure brand equity and the role of digital marketing and social media in brand management. The integration of marketing communication strategies to coordinate the marketing mix's components and achieve harmony in messages to customers and other stakeholders is also covered, as are ways to build, maintain, and enhance brand identity and equity through integrated communications efforts.
