What’s behind the brand? This course is designed to provide students with an understanding of the role of branding in marketing all kinds of organizations, goods, services, and ideas. Analysis of contemporary branding strategies and their application online and offline will be explored. Students will create and present a brand proposition and strategic plan for an organization.
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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
MKTG 1554 is offered as a part of the following programs:
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