Master of Science in Communication Seminar Topics (529-0-8)

Topic

Brand Management in the Digital Age

Instructors

Thomas Joseph Billard

Meeting Info

Frances Searle Building 2370: Sa 2:00PM - 5:00PM

Overview of class

Brands are ubiquitous to modern society. The logics of branding shape how we 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.

Enrollment Requirements

Enrollment Requirements: Only students in the MSC Custom Leadership Program may enroll in this class.