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This course information is derived from the Online Course Catalog, which is under development. The information may not be accurate and is provided only as a convenience. Please consult the print or PDF version of the Course Catalog for all official course information.
4 sem. hrs. Focuses on effective strategic management of brands. For many firms, the brands associated with their products and/or services are their most valuable assets, and, thus, much management attention is given to designing, communicating, stewarding, and protecting them. This course takes a contemporary view of branding as a collaborative process of meaning making between firms, consumers, and other cultural producers, and includes emerging theory and best practices on crafting brand stories, managing consumer-brand relationships and brand communities, open source branding, branding in social media, and managing brand crises. Avery, Du, Sampson.