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Course Description

Exploring the reasons why brands are so valuable and the factors that contribute to that value are crucial elements when developing a comprehensive marketing strategy. This course will examine the relevance and differentiation of brands. The concepts of branding will be explored to understand how branding of a product, company (or purpose) influences customer perception and the strategic thinking behind brand development. Real-world examples will illustrate how marketing communication tools and techniques can be used to build both a competitive advantage and brand equity. Personal branding is the practice of people marketing themselves and their careers as brands. Personal branding is an important element of this class.

Learner Outcomes

Upon successful completion of this course, students will be able to:

  • Define branding and differentiate products and or logos versus brands.
  • Recognize the impact of consumer demographics and behavior when developing brand strategy.
  • Formulate SWOT analysis in determining brand creation and brand promise.
  • Examine iconic brands and how they create value/leverage.
  • Design one’s personal brand during changing times.

Applies Towards the Following Certificates

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Type
Class
Days
W
Time
4:00PM to 6:20PM
Dates
Jan 15, 2020 to Mar 18, 2020
Campus
UCSB Campus
Schedule and Location
Contact Hours
36.0
Location
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $600.00
Available for Credit
4 units
Section Notes

Note:  

This course consists of 24 in-class hours in addition to 12 hours of project based learning to be completed outside of class.

Project Parameters:

Create your Personal Brand Pyramid that includes Brand Ideal, Brand Equity and Brand Promise.  In addition, develop your Personal SWOT analysis (strengths, weaknesses, opportunities and threats), along with your Personal Mission and Vision statements and your personal 30 second elevator pitch.

 

Please purchase the following text prior to the first class:

Title: Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands

 Author: Carolina Rogoll

2015: ISBN: 978-1-62153-463-1

No refund after 1/28/2020