BC 310 - Marketing the Creative Enterprise

Credits: 4
Designed for advanced undergraduates in the Business of Creative Enterprise major, this course provides students with a foundational knowledge of marketing, with a focus on marketing in the Creative Industries. Students explore the differences in the consumer relationship between consumer goods vs. creative goods/properties, and how this affects marketing and brand strategies developed to connect consumers to those products. Students learn the core principles of marketing, brand strategy, and integrated marketing communication and examine how they translate to the Creative Industries, often through highly creative campaigns that cross the boundaries of the Creative Industries themselves. Students apply their knowledge through a semester-long project focused on the creation of a marketing strategy for a creative property.

Prerequisite(s)/Corequisite(s): BC 205 and BC 210
Course Restrictions: Junior standing
Liberal Arts Perspective(s):
Foundations Requirement(s):