This course centers on the strategic role that corporate and product brands have played in the success or failure of multinational firms. Emphasis is on how they are managed and strategized globally. Participants will have opportunities to examine many famous brands in the world in a comparative manner (e.g., brands from the U.S., China, and Latin America). They will also be guided to design and improve their own brands in the process of learning. Case studies and brand valuation are throughout the semester. (Offered every Spring). Prerequisites: Senior standing and 18 hours of business core courses, or consent of instructor.
3 credits
Upper Division