MKTG 368 - Brand Building

3 Credit Hours
This course takes a consumer-centric and “real world” approach to explore how companies create, build and sustain compelling and inspired brands. Students will be exposed to how brand strategy and actions plans are crafted and developed within successful consumer-led companies, brought to life through the professor’s 25-year, first-hand experience as a brand builder and brand consultant with P&G (as well as 3M, McDonalds, Kraft, Coty, Jim Beam). As much as possible, the class will be experienced as if the students are working as brand builders within a consumer-driven company, learning the concepts of brand-building while seeing how real work gets done. The course will be heavy on cases, project work and in-class engagement where students will often role play, dialogue in real time business meetings, and learn to communicate persuasively their points of view about driving brands forward. Student must complete six hours of upper division Marketing courses with a grade of C or better prior to taking this course.

Prerequisites: Undergraduate level MKTG300 Minimum grade of C

Levels: Undergraduate

Williams College of Business Marketing