Special Topics in Creative Enterprises (529-0-1)
Topic
Brand Management in the Digital Age
Instructors
Thomas Joseph Billard
Meeting Info
Frances Searle Building 2107: Wed 9:00AM - 11:50AM
Overview of class
Brands are ubiquitous to modern society. The logics of branding shape how view nearly every aspect of social life and, oftentimes, how we view ourselves. But the practices of brand management—of creating, shaping, maintaining, and contesting brand meaning—have transformed dramatically in recent decades. Technological changes have "opened up" the processes of branding and shifted the distribution of communicative power within consumer culture. At the same time, brands have become more "personal," taking on public personalities and more explicit stances on issues of identity and justice. This course provides an overview of how these changes have altered the practices of brand management, bringing together both critical and administrative perspectives on contemporary branding. The ultimate aim is to provide students with a practical understanding of how brand management works, while also providing them with the conceptual tools to critique those practices.
Class Materials (Required)
No required textbook. Course pack will be provided via Canvas.
Enrollment Requirements
Enrollment Requirements: Registration is reserved for students in the MSLCE students only.
Add Consent: Department Consent Required