Dec 21, 2024  
2023-2024 Undergraduate Catalog 
    
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2023-2024 Undergraduate Catalog [ARCHIVED CATALOG]

MK 4300 - Business-to-Business Marketing

(3)
This course is designed to introduce and advance the necessary knowledge and skills involving brand and brand management in the modern business firms. The course modules include brand equity, positioning, brand elements, structure, programs, and a whole portfolio of strategies that allow firms to achieve better market performance through effective brand building and management. This course will not only focus on the foundation theories of brand management, but also emphasize the real-world experience. Therefore a set of business cases and projects will be integrated to support students’ learning.

Prerequisite: MK 3000 .