Branding in the Digital World

(Elective Course)

Branding in the Digital World closely examines the art and the science of branding. In today’s increasingly dynamic and interconnected world with consumer needs and behaviors in constant change, newly emerging and evolving digital technologies and increased competition for consumer engagement, companies and brands face major challenges to differentiate themselves and drive consumer and employee engagement and loyalty. 

In this course, students will learn how to build, position, manage and protect a brand in a competitive phygital (physical + digital) environment.  We will study why brand purpose is important not only to differentiate our brands and identify relevant audiences, but also to motivate and engage customers and employees. We will go deeper in understanding how to translate brand fundamentals into a clearly articulated communication strategy that would drive consumer engagement across platforms and omni-channel ecosystems, and importantly bottom-line business growth. Case studies, guest speakers, book readings and other instructional material will help students put all of these principles into practice – with hands-on exercises, personal and group projects that ultimately results in drafting and presenting a cohesive brand audit and fully integrated branding campaign.