MKTG 522 - Branding and Advertising

Offers students an opportunity to obtain an in-depth understanding of the brand-building process amid radical changes in today’s marketing communications platforms. Exposes students to concepts, frameworks, and theories critical to developing branding and advertising strategy in the twenty-first century, including brand positioning, target audience’s definition, creative advertising, integrated marketing communications, the influence of social media, and assessing marketing and media effectiveness. Additionally, this course will provide the students with an opportunity to learn and apply the theories, strategies and practices of effective advertising management. The course utilizes theory, marketing and communications research. The specific topics covered in the course include consumer segmentation and target selection, consumer motivation and insight, developing a powerful communications strategy and advertising idea, evaluating and optimizing advertising execution, and developing a targeted and effective consumer connections and media plan.

Credits: 3