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Nov 21, 2024
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MK 222 - Brands, Organizations, and StrategiesCredits: 4
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)/Corequisite(s): MK 121
Course Restrictions: Sophomore standing
Liberal Arts Perspective(s):
Foundations Requirement(s):
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