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MARK 6322 Branding and Integrated Marketing Communications

Branding and Integrated Marketing Communications explores how organizations build powerful, enduring brands and communicate value in a world where attention is scarce, and customer expectations evolve rapidly. Students examine how brands are built and managed, and how integrated communication strategies bring those brands to life across paid, owned, and earned channels. Key themes include brand architecture, storytelling, customer journey design, media strategy, content creation, and key performance indicators.

Credits

3

Prerequisite

MARK 5F50

Offered

Summer