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COMM 4301 - Branding and Market Positioning

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of these intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." Organizations of all types – private, public, and nonprofit – increasingly recognize the importance of their brand and its role in strategic marketing, particularly market positioning. An in-depth examination of branding includes: brand messaging, the process of brand development, fundamentals and theories of consumer behavior, and related environmental, cognitive or behavioral influences. Students have the opportunity to research consumer behavior and explore issues related to brand creation and maintenance, as well as how to leverage, manage, and evaluate their brand.


Sections

Autumn 2017 - Combined/Hybrid Methodologies (CRN - 4761)

Schedule Information

  • CRN: 4761
  • Instructor: van Dessel, Maria
  • Credits: 4
  • Date/Time: T - 09/12 - 11/17, 6:00 pm to 9:00 pm
  • Delivery: HYBRID
  • Location: ON CAMPUS / ONLINE

NOTE: This course is being run in an alternative format.

Textbooks and/or materials information for your course may be found at: ttp://www.bkstr.com/denverstore/shop/textbooks-and-course-materials

This course is a hybrid course, which means a combination of online and on-campus instruction with at least six weeks of on-campus instruction and four weeks of online instruction. This course will run on the following schedule: On-Campus: 9/12, 9/19, 9/26, 10/17, 10/24, 10/31 Online: 10/3, 10/10, 11/7, 11/14

Please check Canvas one week before class begins for any pre-class assignments; https://canvas.du.edu

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