Our focus in this course is on the strategic management of brands in today’s digital environment. The course will provide key branding concepts and models. We will see how great brands are built and sustained, and leveraged through social media, online and influencer marketing as well as advertising and other marketing communications. We will also examine how innovative managers create brands that connect with customers lifestyles, tap into cultural meanings, and create powerful customer experiences. Finally, we examine how brands are managed across touchpoints—from naming and visual identity to packaging, retail, and customer service. Class sessions will combine lectures, case studies, industry speaker perspectives, and group exercises. In each class, the group exercises will relate to different components of a group project concerning the launch of a new brand. In each class, student groups (5-6 people per group) will use GenAI (such as ChatGPT) to work on the project. In the final class, students will provide a short pitch presentation of the project.
Division: Marketing

Fall 2024


B8621 - 001