MRKT 438. Brand Management.
Credits: 3
Offered by: Management (Desautels Faculty Management)
This course is not offered this catalogue year.
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