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Natural Sciences & Mathematics

Interterm Courses

Summer Interterm Courses

Brand Management

Brand Management

MKTG 3705/4820 - 4 credits

Dates: June 12-16, 2017
Days: Monday - Friday
Time: 8 am - 4 pm
Instructors: Michele Cunningham Lutz


Do you have a favorite brand? Do you ever wonder about the brand secrets of the world's most popular and powerful brands? Join us this summer for a week-long journey to uncover the strategies of some of Denver's most interesting brands. We will spend the week studying brand principles and traveling to local companies including Laws Whiskey House, Janus Capital, Monigle Associates, and more!

Brand value creates long-term profitable relationships with consumers in an increasingly commoditized arena. Building brand equity involves managing brands within the context of other brands, as well as within the new digital context, over time and distance, and across multiple market segments. This course focuses how to build, manage, and sustain brand equity by drawing upon:
• The brand planning models first advanced by Kevin L. Keller
• Live case interviews exploring branding in the current environment, done at host sites
• Informed discussions weighing the benefits and challenges of branding in a variety of sectors

Prerequisites: Graduate level MKTG 4100, undergraduate level  MKTG 2800 

For more course information contact Michele Cunningham Lutz.