HADM 6480: Brand Management
Spring. 3 credits. Student option grading (no audit).
Undergraduate students should enroll in HADM 4480. Co-meets with HADM 4480.
- Alexander Fulmer (agf52) - Spring 2024
Brands have become the central organizing principle of most hospitality organizations, guiding many decision and actions. This elective course addresses important brand management decisions faced by hospitality firms. Combining the latest in thought leadership on this topic with practical exercises and research presentations, you will learn how to manage a brand for increased customer engagement, market advantage and profitability. We will cover key elements of brand management via presentations on key concepts as well as reading and presenting brand management research to give you the skills to incorporate both industry practices and insight from empirical articles into your brand management toolkit.