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Brand Communication Decisions

(Elective Course)

Brand Communication Decisions focuses on segmenting a market, choosing the most appropriate target market, and developing an insight-driven positioning promise. After making these decisions students are challenged to connect with the desired target with the most efficient and effective use of marketing communications tactics. Students develop skills in one-to-all, one-to-many and one-to-one connections and utilize communications to create measured behavior results. Students analyze complex case studies and conduct a real-time team project for a nationally recognized brand. Classes feature appearances by outside experts, as well as many classroom conversations that force students to make decisions that they must persuade senior management to implement.

Prerequisite: IMC 420 

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