HADM 5540: Brand Management
Elective - 3 credit hours - S/U or Letter grade
Offered Fall and Spring
This course is not offered this semester - Spring 10
This course explores the impact of brands on consumer behavior, product management, and value creation. Through presentations, cases, exercises, and projects, we will examine the theories behind branding, the challenges of implementation, and current trends in branding. The traditional brand management system was created in the consumer packaged goods industry. In this course, we will evaluate its applicability to the service industry, in general, and the hospitality industry more specifically. We will discuss the evolving responsibilities of brand managers in these organizations—from brand introduction to brand extension to brand repositioning. Our ultimate goal is to for students to understand the opportunities and challenges faced by today’s service organizations in creating, growing, managing, and evaluating brand equity.