Concentration in Strategic Branding

Students in this secondary concentration build foundational knowledge of brands and their importance to the modern business world. Students learn key concepts and theories and develop the skills necessary to strategically manage brands toward organizational goals. Special attention is directed to measuring and evaluating brands as a means to enhance the customer experience and optimize the value brands deliver to all of a firm's stakeholders.

Strategic branding can be pursued by Gabelli students as a secondary concentration only.

The concentration requires completion of the following courses:

Course Title Credits
Required Courses
MKBU 3439ST: Branding3
MKBU 4109ST:Revealing Consumer Insights3
One of the following courses:3
Fundamentals of Integrated Marketing Communication
Global Marketing
ST: Customer Experience Mgt
Total Credits9

Note: MKBU 3225 Marketing Principles is a prerequisite for all of the above courses, and therefore must be taken before beginning any of the concentration coursework.