Strategy & Measurement

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.

025859