MBA 637 Strategic Brand Management

In an era characterized by intense global competition, formation of trading blocks, rapidly changing technology, consumer needs and demographic shifts, the importance of strategic marketing is paramount if a company is to survive, let alone prosper. This course is designed to help expand the student's understanding of strategic marketing. As a marketing capstone course, this class provides an opportunity to draw from concepts, theories and principles learned in MBA 636 Marketing Decision-Making and other business courses and helps the student to apply them to the development of a comprehensive marketing plan. As such, this course focuses on the formulation of marketing strategies necessary for business to survive in today's highly competitive marketplace. Prerequisites: MBA 635 and MBA 636. (3 credits)