Special Topics (490-0-20)

Topic

Branding and Content Strategy

Instructors

Candy Lee

James Distasio

Meeting Info

Fisk Hall 115: Tues 9:00AM - 11:50AM

Overview of class

Branding and Content Strategy introduces key concepts and methods in content strategy to support effective brand building. This course builds on brand strategy to develop resonant tactics through hands-on practical skills. Students will consider how content is utilized and appreciated to inform, entertain, support brand strategy, and solve customer/client needs and wants. The course has two primary objectives. The first is to provide IMC students with a foundation in how brands/organizations and marketing managers conduct content strategy to support branding objectives. The second objective is to develop students' ability to think analytically and strategically in addressing content opportunities. Students will create a strategy for a client and formulate content components of visuals, videos, emerging technology, and data visualization. Students will learn how critical and creative thinking and storytelling craft a brand's content strategy.

There are two main assignments: one is for a local client. Each team will meet the client and craft a content strategy with a goal, brand strategy, tactics, editorial calendar/timeline, and metrics. The second assignment is a brand book for a major brand and a proposed event for the brand book to be utilized. The brand book will consider B2C and B2B brands, using emerging technology visuals and data visualizations.

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Registration is reserved for IMC Full-Time Students only.