Marketing Major Toolkit
Product & Brand Management
"Branding is what people say about you when you’re not in the room." - Jeff Bezos
A brand is a person's gut feeling about a product. It is not what a company says it is, it is what consumers say it is. While companies can't control the branding process, they can influence it by communicating the qualities that make their products different. The only way to stand out in today’s marketplace is to build your product or service into a brand for which consumers believe there is no substitute.
- MKTG3600 Product and PricingCreate and capture value through product and service design, including stage-gate evaluation models; implementation of pricing strategy for new products and existing product lines.
- MKTG3065 Strategic Brand PositioningStrategic decisions, research processes, and tactics managers undertake to create effective brand strategies; students examine how to conduct strategic analyses of customers, competitors, and the company to identify attractive markets and sustainable competitive positions; sustainable competitive positions serve as the foundation for subsequent discussions regarding brand naming, identity, architecture, equity, and audits.
- MKTG4405 Marketing Sales and PromotionWhile there will always be some need for selling, the aim of marketing is to know the customer so well that a product or service sells itself—marketing done well should result in customers ready to buy; starting with the customer and working backwards, students gain insight into common customer pain points, and how companies improve customer experience and produce what customers will purchase; use of case studies to analyze real-world marketing problems; discussion of strategies and tactics to increase sales and compete successfully in today's challenging business environment.
- American Marketing Associationhrough self-improvement, relationship building, and philanthropy, the American Marketing Association (AMA) gives our members a competitive advantage. We will help you progress as a marketing professional so that you will land the career of your dreams. AMA will connect you with like-minded people and send you into the workplace with real-world marketing involvement.
- National Retail FederationThe NRF Student Association supports students who desire to enter the field of retailing and retail marketing by providing experiences outside of the classroom and networking opportunities for students to get immersed in the rapidly growing field of retailing.
- The Brand Gap
Using the visual language of the boardroom, Neumeier presents the first unified theory of branding -- a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly "get it." This deceptively simple book offers everyone in the company access to "the most powerful business tool since the spreadsheet." - Designing Brand Identity
From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. - The 22 Immutable Laws of Branding
Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. - Building a StoryBrand
If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.
The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more.
In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. - Value Proposition Design
Value Proposition Design helps you tackle the core challenge of every business ― creating compelling products and services customers want to buy. This highly practical book, paired with its online companion, will teach you the processes and tools you need to create products that sell.
Value Proposition Design is for anyone who has been frustrated by new product meetings based on hunches and intuitions; it’s for anyone who has watched an expensive new product launch fail in the market. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won’t work. You’ll learn the simple process of designing and testing value propositions, that perfectly match customers’ needs and desires.