Please click on the 'SCS 2533 Brand Talk: Shaping Product Identity Through Marketing' link above.
You will find all course materials under 'Related Materials,' listed by lecture.
Why do some brand advertising techniques work and others fall flat? While the concept of branding products hasn't changed, the collective attitude of today's consumers - when responding to advertisements and marketing techniques - certainly has. The constant onslaught of new products has made it extremely difficult to introduce and keep consumers interested in a brand. This course will largely explore the question: 'how does one create and manage a brand today?' and provide techniques to develop meaningful relationships with clients as well as consumers, while influencing their attitudes and perceptions of a brand. Further, this course will operate within a psychological and social scientific theoretical framework, giving you applicable skills to apply in real time in the marketplace.
Learners will acquire:
- in-depth insight of new marketing techniques
- hands-on practice in creating a brand culture through case studies
- conceptual knowledge on how to influence consumers
- adaptive marketing skills to sustain brand loyalty