Branding and Messaging Strategies

Catalog description

This course focuses on developing strategy building skills by critical and thorough analysis of various advertising and public relations cases. Cases will be selected from a variety of industries including sports, entertainment, healthcare, civic engagement, and nonprofit organizations. Throughout this class, students will (1) conduct secondary research, (2) analyze marketing, media, and creative strategies, and (3) develop alternative strategies for national and international branding. At the end of the semester, students will develop a comprehensive communications strategy document for a company focusing on branding and messaging, and support their strategies with theory and research. Pre-requisite: ADPR 220 OR ADPR 243 or ADPR 340W.