This is the preliminary (or launch) version of the 2021-2022 VCU Bulletin. This edition includes all programs and courses approved by the publication deadline; however we may receive notification of additional program approvals after the launch. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.

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.