CMBA 630 Branding & Integrated Marketing Communications
This course is a portion of the CMBA curriculum intended for those pursuing a concentration in marketing. This course explores the art and science of Branding and Strategic Brand Management, including why brands are important, what they represent to consumers, and how to manage them properly. Students are provided with the necessary tools to manage a firm's competitive position and deploy resources in marketing communications. Contemporary theoretical frameworks as well as conduct practical cases will be studied. Objectives include development of capacity to think strategically about marketing communication tools, build skills in conducting, implementing and executing marketing communication programs, and strengthening understanding of sales promotions in a global market environment.
Prerequisite
CMBA 608 or Permission of the MBA Director.