Introduction to Marketing & Branding

Catalog description

The fundamental building blocks of Introduction to Marketing and Branding are understanding the customer and finding the best ways to reach and expand your audience. Students learn the principles of successful book and digital/magazine media marketing as well as the fundamentals of product development and branding across multiple platforms. Students will become familiar with the research tools available to marketers, and study how to determine brand equity, apply pricing strategies, and use comparisons and competition to gain insight into the market. Through case studies of effective marketing campaigns, students evaluate winning strategies and prepare for the final course project: a written and oral presentation of a marketing plan for a brand extension of an existing media company, incorporating a wide range of digital and print components. This course serves as a foundation for all Media Marketing and Distribution Specialization courses.