In the U.S. business community, cultural and international issues are important, but they're often not a high priority. Businesses here are still comfortable with the notion that "global" means the United States and Western Europe. But companies from all over the world are starting to sell everything, everywhere.
More and more firms have come to the realization that one of the most valuable assets they possess is the brand associated with the products and services they market.
This course in brand management covers topics in strategic brand management associated with building brands, leveraging brands, protecting brands, and measuring brand equity.
Paving All Day,
Brand Enterprise students' work impacts CAT Paving's global marketing efforts
"It was an incredible opportunity to work with a
company that is truly global, and to understand
how marketing communications has to work on that scale."
- Anne Love, second year MBA student
May 7, 2013
7:30 am - 9:30 am
"New CMO Mandates"
What's forever changing the world this week? Ad Age Editor Abbey Klaassen shares how data, digital and distributed power are altering marketing, entertainment and creativity.