Course Description

A deep dive into the intersection of consumer psychology and brand management. Fundamental principles are reviewed and the application of these principles to influence brand identification, loyalty, and preference is discussed. Key steps involved in brand equity creation, from visual identity design to portfolio management, are explored

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Athena Title

Cons Marketing and Brand Mgmt

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Equivalent Courses

Not open to students with credit in MARK 4780

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Non-Traditional Format

This course will be taught 95% or more online.

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Prerequisite

MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H

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Semester Course Offered

Offered summer semester every year.

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Grading System

A - F (Traditional)

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Student learning Outcomes

• Students will achieve competency through an iterative process that involves communicating how a brand's visual identity, messaging, and positioning contribute to the development of brand awareness and associations, with opportunities for feedback, corrections, and improvement throughout the semester.
• Students will illustrate the steps for building and managing a brand portfolio for an existing business, by identifying patterns, drawing conclusions based on evidence, and solving marketing problems by interpreting data.

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Topical Outline

• Learning and Memory: Awareness
• Affect and Cognition: Interest
• Attitude and Behavior: Desire
• Decision Making: Action
• Brand Positioning
• Selecting Brand Attributes and Developing Voice
• Developing a Brand Identity with Brand Labels and a Visual Identity System
• Creating and Leveraging Brand Associations
• Brand Mergers, Extensions, and Sub-Brands
• 3 Branding Cases (Rotating)

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Institutional Competencies Learning Outcomes

Analytical Thinking

The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.

Communication

The ability to effectively develop, express, and exchange ideas in written, oral, interpersonal, or visual form.

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