MK 222 - Brands, Organizations, and Strategies

Credits: 4 credits

Establishes the notion of the brand and brand platform as the central organizing principle of contemporary marketing communications. Examines how the brand platform operates at the corporate and product, agency and campaign, and customer journey levels. Introduces the different types and dimensions of strategies used by the various players in marketing communications to link targets, media, and messages in service to the brand.

Prerequisite(s)/Course Restrictions: MK 121 and Sophomore standing.