ClassInfo - Spring 2017 Marketing Classes

Spring 2017 | MKTG 6090 Section 050: Marketing Topics (69878)

Instructor(s): Deborah John
Class Component:: Lecture
Credits:: 2 Credits
Grading Basis:: A-F only
Instructor Consent:: No Special Consent Required
Instruction Mode:: In Person Term Based
Class Attributes:: Topics Course
Times and Locations:: Second Half of Term

04/21/2017

Fri 08:00AM - 05:00PM

UMTC, West Bank

Carlson School of Management 1-142

04/22/2017

Sat 08:00AM - 05:00PM

UMTC, West Bank

Carlson School of Management 1-142

04/29/2017

Sat 08:00AM - 05:00PM

UMTC, West Bank

Carlson School of Management 1-142

Course Catalog Description:: Selected topics/problems of current interest considered in depth. prereq: MBA 6210, MBA students
Class Description:: Brands are among the most important assets that modern firms possess. For companies like BMW and Apple, over 50% of their market cap value can be traced to brand valuation. Like any important asset, brands need to be leveraged effectively to produce revenue, profits, and growth.
Unfortunately, brand strategies for growing lines of business are not well understood by many managers, even those in Fortune 500 firms. The brand strategy area is new and evolving, and is not covered well in traditional marketing and strategy courses. As a result, many MBA students are never exposed to key concepts and frameworks for effective use of brand strategies. In the Carlson School, we offer a 4-credit semester-long MBA course on Brand Management, but this course covers many topics in branding and includes only two weeks of material relevant to brand strategies for growth.
Who Should Take This Class?:: Brand Strategies for Business Growth is a 2-credit condensed course for MBA students. It will be delivered in three 8-hour classes. The intended audience is MBA students who are interested in learning about brand strategies that can drive growth and profitability. It is open to MBA students focusing on any business discipline, and is especially relevant for students interested in marketing, entrepreneurship, strategy, and general management. This course is reserved for MBA students. If you are a non-MBA student seeking to take this course, fill out the petition form found at goo.gl/9Y9PR5. Additional information, including petition deadlines, can be found at http://carlsonschool.umn.edu/degrees/master-business-administration/part-time-mba/admissions/mba-course-petition-form
Learning Objectives:: The learning objectives of this course are:
1. To expose students to current views of branding and its importance to driving growth in firms of all sizes.
2. To develop an awareness and understanding of the options for leveraging a firm's brands, including line extensions, brand extensions, and co-branding strategies.
3. To communicate effective frameworks for understanding when to use different leveraging options.
4. To enable students to analyze the strengths and weaknesses of different leveraging options, and create ways to overcome weaknesses if needed.
5. To provide resources and skills helpful for learning more about brand management
Textbooks:: https://bookstores.umn.edu/course-lookup/69878/1173
Instructor Supplied Information Last Updated:: 16 February 2017

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