MRKT 3531 Brand Planning and Strategy

3 semester hours

Think about your favorite companies and their brands. What is it about them that makes them connect with you? That’s what this course is all about - learning about the brand planning and strategy process. This course offers a comprehensive look at where strategic planning takes place within the overall advertising process. In doing so, it will focus on the 4Cs of strategic planning: the Company, Competition, Consumers, and (product or service) Category. It will also examine ways to develop effective campaign strategy, including knowing the product inside and out, knowing your brand’s DNA, understanding your target audience, and generating insights. In addition, the course covers important branding and consumer behavior fundamentals central to the success of account strategy.

Prerequisite: MRKT 3510 .