MKTG 8015 Strategic Brand Management
This course teaches students fundamental and leading-edge concepts in brand management. Students learn to develop and articulate brand strategy, how to give strategic brand direction, and how to measure strategic brand progress. They learn how to manage key relationships and functions that surround the brand, e.g., advertising, promotion, public relations, licensing, and product and package design agencies. A capable brand manager has exceptional strategic, quantitative, interpersonal, and presentation skills and must be comfortable with decision-making and leadership. The course will focus on the development and application of these skills in brand management via in-class learning, case discussion, and project work.
Course overview
- Department
- Marketing
- School
- CSOM
- Credits
- 3
- Level
- Graduate
- Offered
- Every Fall, Every Spring
Catalog details
Course evaluations
- Course rating
- 4.44 / 5 · Very Good
- Instructor rating
- 4.52 / 5 · Excellent
- Terms evaluated
- 10
| Term | Instructor | Course overall | Instructor overall | Well organized | Clear learning objectives | Intellectually challenging | Helpful assignments | Applicable beyond course | Attendance necessary | Weekly effort | Responses |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Spring 2026 | James Davey | 4.8 | 4.9 | 4.9 | 4.9 | 4.8 | 4.9 | 4.9 | 4.9 | 4–6 hrs/week | 22 of 24 |
| Spring 2026 | John Fisher | 3.9 | 3.9 | 4.2 | 4.3 | 4.4 | 4.2 | 4.5 | 4.6 | 4–6 hrs/week | 34 of 37 |
| Spring 2025 | James Davey | 4.8 | 5.0 | 4.9 | 4.9 | 4.7 | 4.8 | 4.9 | 4.7 | 4–6 hrs/week | 24 of 25 |
| Spring 2024 | James Davey | 4.5 | 4.8 | 4.9 | 4.9 | 4.6 | 4.6 | 4.8 | 4.7 | 1–3 hrs/week | 18 of 19 |
| Spring 2024 | John Fisher | 3.8 | 3.7 | 4.1 | 4.1 | 4.3 | 4.1 | 4.3 | 4.4 | 4–6 hrs/week | 37 of 40 |
| Fall 2023 | James Davey | — | — | — | — | — | — | — | — | — | 9 of 9 |
| Summer 2023 | Jeffrey Lucas | — | — | — | — | — | — | — | — | — | 7 of 9 |
| Spring 2023 | James Davey | 4.8 | 4.8 | 4.8 | 4.9 | 4.6 | 4.8 | 4.8 | 4.8 | 1–3 hrs/week | 33 of 36 |
| Spring 2023 | John Fisher | 4.7 | 4.4 | 4.9 | 4.8 | 4.7 | 4.7 | 4.9 | 4.9 | 4–6 hrs/week | 17 of 21 |
| Fall 2022 | John Fisher | 4.5 | 4.8 | 4.8 | 4.8 | 4.8 | 4.5 | 4.7 | 4.5 | 4–6 hrs/week | 21 of 31 |
| Summer 2022 | Jeffrey Lucas | 5.0 | 5.0 | 5.0 | 5.0 | 4.7 | 4.7 | 5.0 | 4.8 | 4–6 hrs/week | 9 of 15 |
| Spring 2022 | John Fisher | 4.2 | 4.3 | 4.8 | 4.5 | 4.5 | 4.3 | 4.5 | 4.5 | 4–6 hrs/week | 22 of 32 |
| Fall 2021 | John Fisher | 4.7 | 4.8 | 4.8 | 4.7 | 4.7 | 4.6 | 4.9 | 4.6 | 4–6 hrs/week | 18 of 31 |