Brand Communication Decisions (521-0-40)
Instructors
Gerald Joseph Chiaro
Meeting Info
Online: Thurs 6:00PM - 8:00PM
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: 1 setting measurable attitudinal and behavioral objectives that drive positive business outcomes. 2 understanding available audiences and markets 3 choosing the most relevant audiences by deeply understanding customer needs, attitudes and behaviors your brand can serve most meaningfully and relevantly 4 competitively positioning a product or service relative to the customer's needs, attitudes and behaviors 5 developing ideas and messaging driven from deep customer insight 6 selecting the most efficient and effective marketing communications media channels.
Class Materials (Required)
HBR Coursepack: link TBA
Note: The active link to the course pack will be available before class begins.
Additional content and readings are available on Canvas in weekly modules and in Course Reserves.
Students should read and understand all materials in each weekly module on a timely basis.
Textbook chapters in Course Reserves. Access for Free. We will use Chapters 1,2, 3, and 8 of the Textbook:
Strategic Brand Management: Building, Measuring, and Managing Brand Equity. by Kevin Lane Keller and Vanitha Swaminathan. 5th Edition. Published by Pearson. Abbreviated as SBM. If you want access to the whole book, you can buy the Global Edition on Amazon or rent it on a monthly basis for $15.95/month on Chegg
How to Launch a Brand - SPECIAL WORKBOOK EDITION (2nd Edition): Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming and Brand Identity. By Fabian Geyrhalter. Find it on Amazon.
Additional Resources are available through the library. This IMC Collection has been curated for IMC students and allows you to use the tools and information sources available to marketers through paid subscriptions.
http://libguides.northwestern.edu/c.php?g=114783&p=749880
Key Resources available: WARC, Mintel, Statista, Forrester, SRDS, Claritas 360, MRI Simmons, and more. Please take the time to learn more about these valuable resources and how you can use and apply them to your work.
Estimated cost of materials
$40-45. HBSP Course pack.
SBM Rent for $20-50. Buy for $53.
How to Launch A brand. $25
Class Attributes
Attendance at 1st class mandatory
Synchronous:Class meets remotely at scheduled time