Brand Strategy (Millennial Version) - Harvard Business School MBA Program

Brand Strategy (Millennial Version)

Course Number 1925

Professor Youngme Moon
Spring; Q4; 1.5 credits
14 sessions
Weekly papers

Career Focus

This course is designed for students who plan to work in firms that market to consumers or who plan to work in companies that offer support to these firms (e.g., consulting).

Educational Objectives

See below

Course Content and Organization

Please note that this is a 14 session course. This course focuses on the challenge of creating meaningful brand strategy in consumer markets, particularly in firms targeting millennials. The course will examine both traditional and emergent brands in the areas of consumer products, technology, services, fashion, and entertainment. Grading will be based on in-class participation and a series of weekly written assignments.