Course Description
A fully immersive and experiential learning experience for students wishing to understand the research, theory, and practice of brand communication. Students will learn how audience, voice, strategy, timing, and ideation factor into the overall narrative of creative development for a brand.
Athena Title
Principles of Brand Comm
Prerequisite
Permission of department
Semester Course Offered
Offered summer semester every year.
Grading System
A - F (Traditional)
Student Learning Outcomes
- Students will learn how to consider the overall brand narrative when considering concept development, brand voice, and creative strategy in the context of advertising and public relations. Using historical examples and case studies, students will learn how written and visual content can be adjusted to suit a particular audience and how the creative and conceptual approach aligns with the brand objective.
- Students will learn to create purposeful creative strategies and processes as they relate to brand communication.
- Students will learn to reference historical examples and case studies when considering future strategies.
- Students will learn to understand the significance of creative strategies in the overarching narrative of brand management and communication
- Students will learn to analyze the significance of brand communication in the advertising and public relations space.
- Students will learn ethics, diversity, and fair use best practices for brands (internal and external).
Topical Outline
- History and context of brand communication
- Ethics, diversity, and fair use best practices for brands (internal and external)
- Strategic brand development including messaging, decks, briefs, and targeted messaging
- How strategic objective affects creative execution
- Understanding brand personality, voice and audience
- Consideration for the creative application and execution of the brand
