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MRKT 438 Brand Management (3 credits)

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Note: This is the 2021鈥�2022 eCalendar. Update the year in your browser's URL bar for the most recent version of this page, or .

Offered by: Management (Desautels Faculty of Management)

Overview

Marketing : Looks at the decisions a brand manager in a major consumer goods company takes. It examines, in particular, the breakdown of advertising and sales promotion expenditures. It looks at the short term nature of the decisions taken. It will concentrate on the vast amount of new information available to brand managers today, especially in the form of scanner data.

Terms: Fall 2021, Winter 2022

Instructors: Dellar, Mary (Fall) Mukherjee, Ashesh (Winter)

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