Course description

This course focuses on three core marketing strategies: positioning, branding, and building trust. In today's market, almost any product or service can be transformed into a commodity quickly as competitors copy successful products. Students learn how to analyze the competition, and then position and brand products or services in the marketplace to prevent them from being turned into commodities. Case examples are used to illustrate theory as well as how to build, manage, and measure brands. By the conclusion of the course, participants understand the key variables to a successful branding campaign and have a blueprint to use for their own campaigns.


  • Part-time Faculty, Carroll School of Management, Boston College
  • Adjunct Professor of Organizational Development, Business School, University of Monterrey, Mexico
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