Oct 31, 2020  
2020-2021 Undergraduate and Graduate Academic Catalog July 2020 
    
2020-2021 Undergraduate and Graduate Academic Catalog July 2020
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Differentiation, Branding, and Packaging (MFBS-555)

3.0 credits
This course includes instruction in the process of exploring the different components of product differentiation through branding, packaging and consumer storytelling. Learners will investigate various techniques to create a distinct and memorable brand-and to understand the difference between an effective food brand and a commodity product. Brand values, product definition, competitive positioning, and consumer narrative will be broken down with the goal of building
long-term success at retail and gaining a loyal consumer following. This course will teach learners how to identify and develop a brand strategy that illustrates their core values, is true to their mission, and demonstrates a solid understanding of a product line’s positioning within the competitive market.



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