Coopersmith Career Consulting | Evaluated Learning Experience
Corporate Advertising and Branding (BUS-315)
Varies (self-study; self-paced).
April 2019 - Present.
Upon completion of this course, students will be able to: describe why brands have become so important; compare brand identity, image, and personality; explain how brands reduce consumers’ perceived risks; critique the “pyramid” from brand awareness to brand loyalty; measure brand equality and brand value; specify why brand position and brand image are not the same; explain how social media accelerates "word of mouth"; interpret how the three brand components are built over time; describe how the brand name, brand logo, slogan and spokesperson fit together; identify the ways in which the Internet has made almost all brands “global”; and analyze how personal branding can help individuals set goals for themselves.
This course introduces students to basic concepts of brands and brand management to help them analyze how a brand can affect customers’ perceptions of products and services, and to teach how successful branding strategies can be designed. The material is focused on the effective branding of products and services while building on the general fundamentals of strategic marketing. Instructional methods include: study guide, required readings, and a final exam.
In the lower division baccalaureate degree category, 3 semester hours in Communication, Business Management, Sales, Marketing, or Self-Management (4/19).