MBAD 6273: Product and Brand Strategy in the Connected World
University of North Carolina, Charlotte
Organizations are increasingly recognizing that the development of differentiated products and the creation of strong brands are fundamental strategic imperatives, as they are key to a wide range of important business outcomes. This trend is evidently strong in the connected world, where omnichannel businesses encompass brick-and-mortar and digital channels. In this course, the concepts, theories, and frameworks related to the creation and management of successful products and brands are explored. Special attention is paid to how the digital era has influenced product development (e.g., the rise of the sharing economy represented by Airbnb and Uber) and how the digital era has complicated brand management (e.g., the influence of online consumer reviews on brand equity). Also explored are the strategies that facilitate firms' success in the modern hyperconnected marketplace.
Average GPA: 3.84
Grade distribution records: 288 students across 13 terms.
Grade distribution
| Grade | Students | Percent |
|---|---|---|
| A | 237 | 82.3% |
| B | 44 | 15.3% |
| C | 1 | 0.3% |
| W | 5 | 1.7% |
Based on 288 student grade records across 13 terms and 5 professors.
Instructors
- Jared Hansen 82 students, Average GPA 3.67
- Hadia Ghandour 79 students, Average GPA 3.78
- Lisa Rolan 57 students, Average GPA 4.00
- Alireza Golmohammadi 53 students, Average GPA 4.00
- Jennifer Ames Stuart 17 students, Average GPA 3.82