MCA B2001 Strategy & Measurement
The focus of this course is to teach students how to utilize market research, demographic and other data in the development of dynamic strategies for building and sustaining brand identity. Students will not only learn how to construct incisive strategies for advertising and integrated communications campaigns, but appreciate the value of long-term scenario planning as a necessity of brand management. Tools to evaluate the viability of strategies before implementation will be examined. Case studies will be analyzed to determine how well existing brands differentiate themselves in the marketplace.
Prerequisite
MCA/BIC matriculated status.
Contact Hours
3 hr./wk.