BUS-424 Business, Branding and Behavior

PRQ: BUS 320
Learners will explore the complexities of strategic brand management, examining the intersection of business decisions, branding approaches and consumer responses. This course covers brand development, equity, and competitive positioning, while emphasizing the behavioral factors influencing consumer and business decisions in diverse markets. By analyzing real-world case studies emphasizing multi-stakeholder perspectives, students will examine branding strategies from idea conceptualization to sustaining growth models. 4 credits.