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Branding in a Digital World

IMC 390 (Elective)

In an increasingly dynamic and interconnected world, with consumer needs and behaviors in constant change, emerging and evolving digital technologies, the concept of purpose, experience and omnichannel engagement is in constant flux while brand strategy remains more relevant than ever. As future business leaders and marketers, the students will learn the value of a brand in a marketing and business environment, how to build, manage and protect a brand in a competitive environment as well as the role of marketing communication vehicles across omni-channel platforms to increase brand value. In this course we will learn the brand fundamentals and how to translate them into different physical and digital ecosystems. Case studies, guest speakers, book readings and other instructional material will help students craft branding strategies to drive incremental business and brand growth.