COMM 4301 (4 credits)

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.

Section(s): This course is not currently offered. Please see our annual schedule for future offerings.

Tuition Rate

Per Credit: $686

Additional Fees
Technology Fee: $4/credit hour for each class taken for credit
Be Ready

Make sure you have the correct textbooks and/or materials.
Join the Classroom

Please check Canvas one week before class begins for any pre-class assignments.