MKTG 434 - Branding

5 CR

This marketing course builds on ideas explored in Advertising I and II, expanding the promotional aspect of communicating ideas with customers to a larger brand identity building framework. Students will consider successful branding case studies, and then craft their own brand along with appropriate marketing materials in this innovative course.

Prerequisite(s): MKTG 334.

Course Outcomes

Establish a new consumer offering that will require a brand identity for marketing purposes
Research customer behavior to identify needs and wants, along with the competitive landscape
Advocate product development choices, pricing, and distribution channels
Promote the new brand through various marketing communications
Evaluate the brand equity of the new offering and optimize as needed

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