COM424L - Branding

3 Credit(s)

Liberal Arts
This course requires students to develop and apply research-based strategic planning to the development of new customer-driven brands. This process involves examining the principles of consumer and shopper behavior and exploring the impact of current consumer trends on new and existing brands. Students will use primary and secondary consumer research to further develop a new customer-focused brand. To conclude the class, students will develop multiple integrated communications campaigns designed to launch the brand, acquire customers and develop long-term, profitable relationships.

Offered When: Fall
Prerequisite(s): COM 220L