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Apr 24, 2024
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2013-2014 Graduate Catalog [Archived Catalog]
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MBA 585 - Brand Experience Management
Catalog Year 2014-2015
The course introduces: brand model concepts and their functional elements, brand experience management and identified challenges, the notion of brand offering, external (consumers) – internal (employees) perception of brand, consumer brand knowledge and memory, visual and verbal brand qualities: effective use of color, text & shapes, consumer brand satisfaction, brand associations, marketing semiotics, brand identity and image. These are discussed in the context of brand development.
PREREQ: Graduate standing and MBA 514, or instructor permission.
credit: 3
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