MBA 585 - Brand Experience Management

Catalog Year: 2019-2020

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.

Prerequisite: Graduate standing and MBA 514 or instructor permission
Credit: 3