Brand Communication Decisions (421-0-20)

Instructors

Gerald Joseph Chiaro

Meeting Info

McCormick Foundation Ctr 3107: Tues 12:00PM - 2:50PM

Overview of class

Brand Communication Decisions starts with brand strategy and is centered on making smart decisions to activate customers to meet their needs and that drive business growth. The strategic process is important and includes:

setting measurable attitudinal and behavioral objectives that drive positive business outcomes

understanding available audiences and markets

choosing the most relevant audiences by deeply understanding customer needs, attitudes and behaviors your brand can serve most meaningfully and relevantly

competitively positioning a product or service relative to the customer's needs, attitudes and behaviors

developing ideas and messaging driven from deep customer insight

selecting the most efficient and effective marketing communications media channels.

Enrollment Requirements

Enrollment Requirements: PreReq: IMC 420: Brand Management Foundations