Learning Outcomes

Upon successful completion of this course, the student will be able to.

• Explain the importance and function of branding in all types of organizations, both large and small businesses, including consumer goods, services, B2B brands, government social marketing programs, and non-profit organizations.
• Understand the history of branding and how branding has come to play such a powerful role in marketing.
• Analyze the role of branding in building customer relationships in the digital marketing era.
• Understand the intricacies of consumer behavior and the role of branding in creating emotional connections to businesses, products and services.
• Define brand equity and how it drives the success or failure of a business.
• Understand the role of brand positioning in strategic competitive differentiation.
• Discuss the impact of branding from a sociological and ethical perspective.
• Evaluate brand case studies in the context of current branding trends and changes in the marketplace.
• Assess the elements of an effective brand and describe how brands are implemented and communicated to target audiences.

Effective as of Fall 2014