MKT 6003Digital Brand Management

Catalog

Graduate students only. This course provides an overview of the foundations of developing and managing a brand in the digital space and how to integrate the brand into the company's marketing and strategic activities. Topics will include brand awareness, brand engagement, the shift from a one-way conversation to consumers towards a two-way conversation with consumers, and the role of influencers and brand advocates. Prerequisites: MKT 6001 Marketing for Managers.