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Apr 29, 2024
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MBAD 6273 - Product and Brand Strategy in the Connected World
Organizations are increasingly recognizing that the development of differentiated products and the creation of strong brands are fundamental strategic imperatives, as they are key to a wide range of important business outcomes. This trend is evidently strong in the connected world, where omnichannel businesses encompass brick-and-mortar and digital channels. In this course, the concepts, theories, and frameworks related to the creation and management of successful products and brands are explored. Special attention is paid to how the digital era has influenced product development (e.g., the rise of the sharing economy represented by Airbnb and Uber) and how the digital era has complicated brand management (e.g., the influence of online consumer reviews on brand equity). Also explored are the strategies that facilitate firms’ success in the modern hyperconnected marketplace.
Credit Hours: (3)
Prerequisite(s): MBAD 6270
Schedule of Classes
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