Branding is a course that provides students with an overview of key strategic branding decisions faced by organizations. The objectives of the course are to prepare students to 1) address important issues in planning and evaluating brand strategies; 2) provide the appropriate theories, models and tools to make better branding decisions; and 3) provide a forum for students to apply these principles. Particular emphasis is placed on understanding psychological principles at the customer level that will improve managerial decision-making regarding brands.

Branding is a course that provides students with an overview of key strategic branding decisions faced by organizations. The objectives of the course are to prepare students to 1) address important issues in planning and evaluating brand strategies; 2) provide the appropriate theories, models and tools to make better branding decisions; and 3) provide a forum for students to apply these principles. Particular emphasis is placed on understanding psychological principles at the customer level that will improve managerial decision-making regarding brands.