Learning Outcomes

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

• Apply essential elements of brand innovation and development – idea generation, idea screening, differentiation, collaboration, modeling, validation and business analysis.
• Develop brand strategies that are compelling to key stakeholders.
• Discuss the evolution of a brand strategy.
• Describe the role of research balanced with instinctive, entrepreneurial approaches to innovation.
• Understand brand touchpoints, behavior and marketplace traction.
• Prepare a report evaluating a new product, brand, service or experience.
• Identify key issues in regard to prototyping, test marketing, and rollout stages of the new product, brand, service or experience.
• Explain key principles involved in re-evaluating and repositioning existing products, brands, services or experiences.

Effective as of Spring/Summer 2015