NBA 6620

Last Updated

  • Schedule of Classes - September 10, 2024 10:17AM EDT
  • Course Catalog - September 10, 2024 9:48AM EDT
Global toggle of class tabs

Links for textbooks and Cornell Store open in new tab.

NBA 6620
Brand Management

Course information provided by the Courses of Study 2024-2025. Courses of Study 2024-2025 is scheduled to publish mid-June.

Which brands do you feel connected to? Starbucks? NPR? Johnson? What draws you into these brands?  How do firms create compelling brand experiences? How could you build a brand that fosters relationships with consumers? This course takes a consumer-centric approach to explore such questions with the goal of identifying the ingredients for building and managing brand relationships, where brand is defined as "a reputation." To bridge theory and practice, the course interweaves lectures, case discussions, guest speakers, and in- and out-of-class exercises. The course culminates in a Brand Audit, which provides a systematic way to inventory current brand assets and develop strategy.  Please note that although this course does include individual assessments, it also has a strong emphasis on teamwork (e.g., two in-class team presentations).

When Offered Fall.

Permission Note Enrollment limited to: Johnson MBA and graduate students.

View Enrollment Information

Syllabi: none

  •   Seven Week - Second. 

  • 1.5 Credits GradeNoAud

  • 13139 NBA 6620   LEC 001

  •  
    • MW
    • Oct 16 - Dec 9, 2024

    • Garbinsky, E

  • Enrollment limited to: Johnson Master of Business Administration (MBA) and graduate students. Students may not add if they have not attended the first two classes as team assignments are created by the third class.
    Add/Drop Dates: 9:00 am, August 19, 2024 - 11:59 pm, September 9, 2024 with an additional add/drop period 8:00 am, October 16, 2024 - 11:59 pm, October 23, 2024. Students will be assessed a $100 late fee and required to obtain faculty permission to add/drop after October 23, 2024. If you drop after November 6, 2024, you will also receive a "W" on your transcript in addition to the late fees.

Syllabi: none

  •   Seven Week - Second. 

  • 1.5 Credits GradeNoAud

  • 13140 NBA 6620   LEC 002

  •  
    • MW
    • Oct 16 - Dec 9, 2024

    • Garbinsky, E

  • Enrollment limited to: Johnson Master of Business Administration (MBA) and graduate students. Students may not add if they have not attended the first two classes as team assignments are created by the third class.
    Add/Drop Dates: 9:00 am, August 19, 2024 - 11:59 pm, September 9, 2024 with an additional add/drop period 8:00 am, October 16, 2024 - 11:59 pm, October 23, 2024. Students will be assessed a $100 late fee and required to obtain faculty permission to add/drop after October 23, 2024. If you drop after November 6, 2024, you will also receive a "W" on your transcript in addition to the late fees.