Week 2 discussion
DQ1 - BRAND BUILDING
Discuss how technology and the emerging role of digital and
social media are impacting the role of brand managers. What can companies do to
train brand managers so they can keep up with the changes occurring in digital
and social media?
DQ2 - MARKET
What is market segmentation and why is it important? What
characteristics do we use to describe segments, and what criteria do we use to
assess the attractiveness of a segment?