Brand Communication and Consumer Analytics

Enrollment Requirements: Undergraduate Prerequisite: (COMCM 215 or COMCM 217) and COMCM 321 This course provides a comprehensive understanding of brand communication through consumer analytics. Through a combination of theoretical frameworks and practical applications, it explores the foundational components of brand development and the effective strategies and tactics implemented across owned, earned, and paid media to build, manage, and reshape winning brands. The course examines a diverse array of global brands spanning various categories and representing different phases of their life cycle. Students will collaborate to launch a new global brand as a final project.