BRND 677. The Business of Branding. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Requires students to develop ideas ranging from strategic to tactical and from rational to emotional. Students will be called on to develop and examine ideas that differentiate brands, build sales and affect market share. The new business process will be considered and successful presentation techniques will be evaluated. Ethical considerations faced by industry practitioners will be explored.