Nov 30, 2023  
2013-2014 Graduate Catalog 
2013-2014 Graduate Catalog [Archived Catalog]

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