Strategy & Measurement
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Overview
Subject area
MCA
Catalog Number
B2001
Course Title
Strategy & Measurement
Department(s)
Description
The focus of this course is to teach students how to utilize market re-search, demographic and other data in the development of dynamic strategies for building and sustaining brand identity. Students will not only learn how to construct incisive strategies for advertising and inte-grated communications campaigns, but appreciate the value of long-term scenario planning as a necessity of brand management. Tools to evalu-ate the viability of strategies before implementation will be examined. Case studies will be analyzed to determine how well existing brands differentiate themselves in the marketplace.
Academic Career
Graduate
Liberal Arts
No
Credits
Minimum Units
3
Maximum Units
3
Academic Progress Units
3
Repeat For Credit
No
Components
Name
Lecture
Hours
3
Requisites
025859