HADM 6481 - Brand Management

Spring. 1.5 credits. Letter grades only (no audit).

Enrollment limited to: EMMH students. Elective.

C. Dev.

Brands have become the central organizing principle of most hospitality organizations, guiding every decision and every action. This course addresses important brand management decisions faced by hospitality firms. Combining the latest in thought leadership on this topic with practical exercises, case studies, and guest speakers you will learn how to manage a brand for increased customer engagement, market advantage and profitability. We will cover key elements of brand management via presentations on key concepts, reading and discussing seminal brand management research, insights from guest speakers, and discussing hospitality brand case studies. Learning is assessed via in-class contributions, analysis of cases, and a final research paper.

Outcome 1: Students will learn how to manage a brand for increased customer engagement, market advantage and profitability.