Strategic Communication: Brand Management & Integrated Marketing.

Catalog description

Every day, we engage with countless brands and organizations through a variety of channels – whether we want to or not. The rapid ascent of digital media has fundamentally altered our experiences with these organizations and radically changed the landscape for the umbrella of terms (advertising, marketing, promotion, public relations, etc.) that encompass brand management. Brand Management is part of a social communication process that has evolved over time with changes in culture, technology, business strategies, and constantly converging media. This course is designed to introduce students to brand management strategies and practices through strategic communication theory and experiential applications vital to success in advertising, marketing, and public relations. The course’s overriding objective is to help students develop a knowledge base of strategic communication and brand management from a pluralistic viewpoint. As a survey course, it addresses a wide range of organizations and brands including: Burger King, Lego, Lynx, Maserati, HSBC, and Popeye's. Prerequisites: COMM 031 .