MKTG 434 - Branding

5 CR

This marketing course builds on ideas explored in earlier classes, 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 234 with a C or better, or permission of instructor.

Course Outcomes

Collaborate with other students to 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,
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail on the topic of branding.

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