Discover the strategic role of branding and brand management in marketing practice. Identify and measure brand equity, build a new brand, manage an established brand, market a brand, and manage a portfolio of brands.
Prerequisites:
Introduction to Marketing
BUS‑255
Discover how organizations create value and connect with customers through relationships and technology. Examine market segmentation, select a target market, position a company in relation to the competition, analyze new product development and brand management strategies, and develop an effective marketing mix (e.g., product, place, promotion, pricing).
Introduction to Marketing (BUS‑255);
Marketing Communications
BUS‑350
Create powerful and effective marketing campaigns that integrate a variety of media. Hone your skills by developing an integrated marketing communications plan for a client using appropriate advertising, personal selling, direct marketing, sales promotion, and public relations tools.
Marketing Communications (BUS‑350)

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