Sustainable Branding (461-0-20)
Instructors
Jessica Craigle Adelman
Adrian Don Gershom
Meeting Info
Fisk Hall 114: Thurs 1:00PM - 3:50PM
Overview of class
This course covers many of the fundamental topics in branding, particularly sustainable branding. Beginning with an exploration of brand strategy and motivations, the course progresses to an understanding of key themes such as brand design and brand architecture. It also discusses assorted topics such as brand auditing, transparency in sustainable practices and the key role of social media in branding today. All topics covered apply a unique sustainability-centered focus, with careful differentiation between B2C and B2B brands in the market. This course employs case studies as the primary mode of assessment in order to demonstrate the application of course learnings in the real world.
Registration Requirements
Open to graduate students only; Enrollment by department permission only and subject to roster availability
Learning Objectives
Among other goals,
● Understanding Brand Image: This course aims to provide students with a greater understanding of the brand image as a key deliverable of the marketing process.
● Understanding Brand Strategy: Students will understand the process of creating a consistent, applicable brand messaging strategy as well as the particularities of sustainable brands.
● Understanding Brand Architecture: Students will understand brand portfolios under a single firm, and will understand how their treatment differs from a single brand.
● Technology as a Driver for Sustainable Branding: Students will understand the role of innovation in driving sustainable branding. Additionally, they will understand the importance of cutting-edge technology such as social media in the field of branding and marketing.
Class Notes
Open to graduate students only; Enrollment by department permission only and subject to roster availability
This class is listed under ENGG, not TGS.
This is a core/elective class for the Master of Science in Energy and Sustainability (MSES) program.