The most important asset of a company is its brand, which can be utilized to create a long-term competitive advantage in the market. Brand management requires the management of all marketing mix elements in a strategic and integrated manner. This course will focus on providing students with the knowledge of fundamental principles of brand management as well as teaching how to define, develop and apply strategies to manage a brand successfully.

This is a stand-alone independent study designed by the student and faculty sponsor that involves frequent interaction between instructor and student. Qualitative and quantitative enrichment must be evident on the proposed contract before consent is given to undertake the study.

Introduction to marketing; survey of topics relevant to comprehensive study of marketing. Emphasis on describing the marketing process and on stressing the implications of these activities for society.

Introduction to marketing; survey of topics relevant to comprehensive study of marketing. Emphasis on describing the marketing process and on stressing the implications of these activities for society.

Introduction to marketing; survey of topics relevant to comprehensive study of marketing. Emphasis on describing the marketing process and on stressing the implications of these activities for society.

Introduction to marketing; survey of topics relevant to comprehensive study of marketing. Emphasis on describing the marketing process and on stressing the implications of these activities for society.

Introduction to marketing; survey of topics relevant to comprehensive study of marketing. Emphasis on describing the marketing process and on stressing the implications of these activities for society.

Introduction to marketing; survey of topics relevant to comprehensive study of marketing. Emphasis on describing the marketing process and on stressing the implications of these activities for society.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

In this course, students are provided with the unique opportunity to apply their business and marketing knowledge to "real life" business situations. Students act as marketing consultants, by working directly with a professional business advisor to analyze the current marketing strategy of a small business in Western Massachusetts. By working in teams and conducting their own market research, students will develop an updated marketing plan for the business.