MKTG 4850

(3 Credits) 3 Lecture hours In today's hyper-connected world, consumers expect more than just a good product or service: they demand a seamless and personalized brand experience that engages them at every touchpoint. How can brand leaders incite the conversations, collaborate in the experience creation, and build the engaging relationships they need to connect with their consumer community? This course is a hands-on, project-based studio experience that will bring together best practices in brand management, brand leadership and brand strategy to collaboratively and creatively explore these questions. Assignments will push student teams to audit a brand, focus on a strategic goal, and design a brand campaign that invites a targeted community to participate in a series of extraordinary personal experiences for a real life client. Teams will capture their learning in a comprehensive brand strategy report and campaign guide which they will pitch to their client in a live showcase. This course will integrate industry leading brand development practices, including design thinking, storytelling fundamentals, participatory design research, rapid prototyping, and a bias towards action.