FSH 3300 - BRAND MANAGEMENT: BRANDING, LICENSN AND PRIVATE LABEL

credits: 3.0
Crosslisted/Same As: MKT 3300
FSH 3300-MKT 3300. Brand management involves consumer perceptions of a company’s brand, and is one of the key elements of a company’s competitive posture and market success. It takes place at a strategic level and goes beyond product marketing, into positioning a firm’s image in the marketplace and its relationships with consumers. This course covers the essentials of brand management including brand strategy, product positioning, marketing strategy, customer relationship management and more. Using case studies, guest speakers, team projects and other experiential learning approaches, students will develop a real-world perspective on the principles and application of brand management strategies. The course will follow the life cycle of brands in the marketplace, from conception to ongoing brand maintenance and strategy. It also serves as a foundation for advanced courses in fashion marketing and merchandising, as well as real-world internships and work experiences. Objectives: A) To explain concepts of branding, brand management and brand equity in the marketplace; B) Describe core brand management components including brand strategy, product positioning, marketing strategy, customer relationship management and more; C) Apply branding concepts to real-world marketing situations for fashion organizations and their products; D) To create effective brand strategies for fashion using concepts from marketing and consumer behavior; E) Discuss the role of organizational stakeholders in the branding process, including marketing, product creation, advertising, and customer relations. Method of Instruction: Lectures and class discussion, guest speakers, assigned readings and cases, field trips, and in-the-field hands on experiences / project based learning. Method of Evaluation: Assignments: Case studies, 30%; Exams / Quizzes, 20%; Group Facilitator, 20%; and Experiential Learning Project / Portfolio, 30%.

Prerequisite(s): MKT 2250 - PRINCIPLES OF MARKETING and FSH 3200 - FASHION MARKETING: DOMESTIC, GLOBAL, AND OMNI (or) MKT 2250 - PRINCIPLES OF MARKETING and MKT 3200 - FASHION MARKETING: DOMESTIC, GLOBAL, AND OMNI