Marketing 345

MKTG 345: Strategic Brand Management

Prerequisites: MKTG 340

Credit Hours: (3)

This course examines how various marketing functions work together cohesively to create compelling brand experiences and achieve effective marketing goals. Students learn how marketing actions need to fit together harmoniously to produce “one voice” in a brand or firm’s communication with its audiences.

Note(s): Applied Learning designated course.


Detailed Description of Conduct of the Course

The following topics will be covered via lectures and experiential exercises:  brand positioning development,  brand measurement, and implementation of brand strategy though all elements of the marketing mix. The regulatory environment and ethical issues are also considered.  Students will complete a project for which they will develop a complete brand strategy, which includes segmenting the market, positioning a brand, and communicating the brand effectively with consumers. 
Course Goals and Objectives of the Course

Students completing this course will be able to:

• Describe the strategic brand management approach and its advantages;

• List and describe the various marketing mix elements and how they work together in strategic brand management;

• Apply the process of segmenting the market, choosing a target market, and positioning a brand;

• Develop a brand positioning for a selected brand. 

Assessment Measures

Student learning may be assessed in a variety of ways to include: examinations, quizzes,  and experiential activities.

Other Course Information

Review and Approval

12-01-2006, reviewed and approved by the Dept. of Marketing faculty

March 16, 2020 Revised

March 01, 2021