BUS-321 Advertising & Branding

Course Overview

Students learn and apply (1) the core strategies, principles and practices of effective advertising management; and (2) the strategies and tactics used to build, defend and sustain brands. The course utilizes theory, research, and practical application related to advertising and branding, including advertising design and evaluation, brand creation, and brand psychology. Topics include consumer segmentation and target selection, consumer motivation and insight, branding and technology, brand selection, communication strategies, and media planning.