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Inspiration, intuition and innovation. What is your brand culture? How is it represented and to whom? Brand Innovation and Development examines the critical steps and expertise involved in developing and presenting a successful brand, product, service or experience from concept to delivery. Creative modelling will be used to explore how to excite a market with innovative new brands or the re-launching of existing products in competitive market segments.
Prior knowledge of branding basics recommended.
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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
MKTG 3406 is offered as a part of the following programs:
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