MRKT 438. Brand Management.
Credits: 3
Offered by: Management (Desautels Faculty Management)
Terms offered: Fall 2026, Winter 2027
View offerings for Fall 2026 or Winter 2027 in Visual Schedule Builder.
Description
Looks at the decisions a brand manager in a major consumer goods company takes. It examines, in particular, the breakdown of advertising and sales promotion expenditures. It looks at the short term nature of the decisions taken. It will concentrate on the vast amount of new information available to brand managers today, especially in the form of scanner data.
- Prerequisite: MGCR 352
- Restrictions: Not open to U0 students.