Strategy & Measurement

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Overview

Subject area

MCA

Catalog Number

B2001

Course Title

Strategy & Measurement

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

Course Schedule