MK 450 - Branding and Packaging

(3.00 cr.)

Provides an in-depth understanding of how branding and packaging are used to gain the target audience's attention in the competitive retail environment. Students learn to utilize product packaging as a critical strategic element for brand identity and differentiation. Key topics include brand recognition, branding a service, consumer research, brand extensions, emotional branding, global brands, legal issues, and store brands versus national brands. Case analysis is used to reinforce topics and develop analytical skills by examining the branding strategy of current industry leaders.

Prerequisite: MK 240 or BH 240 , and 60 credits.
Sessions Typically Offered: Varies
Years Typically Offered: Annually