Photo of Cassie Mogilner

Cassie Mogilner

Associate Professor of Marketing

Research Interests: happiness, time, and money; chooser satisfaction; consumer-brand relationships

Links: CV


  • MKTG352 - Special Topics - Strategic Brand Management

    Which brands make you happy? Apple? Starbucks? Google? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a brand that fosters consumers' happiness? This course takes a consumer-centric approach to explore such questions with the goal of identifying the ingredients for building and managing inspired brands, where brand is defined as "a reputation" - departing from traditional perspectives of brand. To bridge theory and practice, the course interweaves lectures, guest speakers, case discussions, and in- and out-of-class exercises. The course culminates in a Brand Audit, which provides a systematic way to inventory current brand assets and develop strategy. The project requires students to select an existing brand for which they conduct their own consumer research and apply their learnings from class in order to assess the current state of the brand and to provide recommendations for the brand going forward. This accelerated version of the course has been condensed into a half semester. This special topics course has been designed to cover the same topics and content as MKTG 278, but at a faster pace.

    MKTG352001  ( Syllabus

  • MKTG852 - Special Topics - Strategic Brand Management

    Which brands make you happy? Apple? Starbucks? Google? What draws you into these brands? How do companies create compelling brand experiences? Hownd could you cultivate a brand that fosters consumers' happiness? This course takes a consumer-centric approach to explore such questions with the goal of identifying the ingredients for building and managing inspired brands, where brand is defined as "a reputation" - departing from traditional perspectivesng of brand. To bridge theory and practice, the course interweaves lectures,e guest speakers, case discussions, and in- and out-of-class exercises. The course culminates in a Brand Audit, which provides a systematic way to inventory current brand assets and develop strategy. The project requires students to select an existing brand for which they conduct their own consumer research and apply their learnings from class in order to assess the currents state of the brand and to provide recommendations for the brand going forward. This accelerated version of the course has been condensed into a half semester. This special topics course has been designed to cover the same topics and content as MKTG 778, but at a faster pace.

    MKTG852001  ( Syllabus