Course Description

Rapid technological development seems to make the marketplace more perfect. Never before have we had access to as many product choices combined with transparency on their relative—but increasingly similar—performance. What are brand owners to do if they want to escape competition focused on the 4Ps (product, price, place, promotion) and the "tyranny of the Amazon recommendation algorithm"? How can a brand make itself sought out, desired beyond reason, and even command a premium price? In this advanced master certificate course, learn how to develop and apply strategies that elevate brands and make them peerless and priceless in the eyes of customers. A broad range of industries will be covered—from luxury to lifestyle and CPG to B2B—and the brand management areas of consumer understanding, brand strategy development, and execution. Aspects of product design, integrated communications, experiential marketing, organization, as well as financials and growth strategies, as they relate to creating premium brands, will also be touched upon.


This course may be offered in-person, remotely, or online; please click each available section to view more details.

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