Marketing Through Technology

Catalog description

Brand success does not just result from focusing on the product, but rather from recognizing the products experience, the benefits, and the emotional value it delivers. In the face of rapidly evolving technology, relying only on the products features (functional values), instead of the brands emotional value can result in becoming obsolete. Using real-life examples of brands that successfully adapted, such as Netflix and Coca-Cola, and examples of not-so-successful ones, such as Blockbuster and Kodak, this course will explore the key characteristics necessary for brands to successfully adapt and adjust to technological changes. Prerequisite(s): MAR 7740 and IDS 5404 .