Marketing
Concentration in Brand Management
More and more firms of all types have come to the realization that one of the most valuable assets they have is the brand names associated with their products or services. The Brand Management concentration helps students understand the important issues in planning and evaluating brand strategies and provides them with the appropriate theories, models, and other tools to make better branding decisions. Branding issues include building customers’ brand knowledge, generating brand identities and value propositions, using the marketing mix to effectively deliver the brand to the marketplace, measuring brand equity, creating a comprehensive and effective brand architecture, and managing brands over time.
Curriculum Requirements
To concentrate in Brand Management, students must take the following:
MKT 382 Brand Management
In addition, students must choose 4 courses from the following
set:
MKT 382 Strategic Marketing
MKT 382 Marketing Research
MKT 382 Marketing Communication
MKT 382 Pricing and Distribution
MKT 382 New Product Development
MKT 382 Consumer Behavior
MKT 382 Customer Insight
MKT 382 Marketing Analysis and Decision Making
MKT 382 Data Mining
MKT 382 Customer Strategy
MKT 382 Marketing and Customer Insight Practicum
Faculty
Dr. Susan Broniarczyk e-mail:
susan.broniarczyk@mccombs.utexas.edu
Links to Other Marketing Concentrations:
Strategic
Marketing
Customer Insight
