​​© 2019 Retail and Luxury Goods Club, a student club of Harvard Business School

Brand Strategy

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).

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.