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.
NOTE: This course is not offered this term. Please refer to the annual schedule for Organizational And Professional Communication to see the next time this course is offered.