Social Media and Branding
Companies must develop effective branding strategies for their products and services. This course focuses on the strategic essentials of creating strong brands, brand management strategy, and strategies for using social media to build brands. The topics covered include: what constitutes a strong “brand” (from both marketing and legal perspectives); using brand personalities and cultures to create customer value and loyalty; strategies for building brand equity through positioning and social media; brand leveraging strategies (e.g. brand extensions) and brand alliances (e.g. co-branding).
Grade Basis: AL
Credit hours: 3.0
Lecture hours: 3.0
Prerequisites:
- MRKT 3380 - Principles of Marketing
Restrictions:
- Offered in Spring terms