MKTG440

The purpose of this course is to provide students with opportunities to apply marketing strategies and techniques, through the integration of marketing analysis and implementation. Students will develop acumen and confidence in their strategic and analytical ability working with case studies. ln the spirit of the missions of Ramapo College and the Anisfield School of Business. this course addresses marketing dynamics as part ofa business process and as a socio-cultural phenomenon. Branding has become one ofthe most important aspects of business strategy. This course explores the principles of branding and strategy, importance of brand equity and how to build and manage brand equity. What is a brand? What is brand strategy? Why is brand value critical to a company’s worth? How are meaningful brands created? Why do some brands have greater loyalty? How to reach the target audience? How to develop integrated marketing communications and brand planning?