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New Graduate Business Online Course Offered this Spring - Brand Management in the Digital Age

This spring the John Cook School of Business will offer a graduate business marketing course offered entirely online, titled Brand Management in the Digital Age (MKT 693).

This course will focus on how brand management can work productively in this digital era. It will examine how brand equity is defined today, and how brand managers can use an array of tools—some traditional, but most new—to win market share.

Brand management has been steeped in the same tradition for decades, based largely on a media model of mostly one-way communication. In a digital world where consumers now have a huge amount of power, both to learn about brands and to share knowledge with one another, the rules have changed entirely.

The course instructor is Professor David Gutting.

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