Digital Branding

Catalog description

Brand is an often misused and confusing word to the consumer. In this course, effective brand management will be studied by defining the foundational concepts of brand, brand loyalty, equity, and brand value. By analyzing the connection between the concepts of localization, personalization, and globalization in brand management, the student will be able to analyze the effects of digital integrated marketing communications on brand strategies. In addition, the student will demonstrate use of the brand business scorecard and data analytics to develop and manage brands. Using a biblical worldview, the student will evaluate how trust affects brand leadership and management. Prerequisite: MKG-421