Purpose Brands

3 Credits · Level: Graduate

This course introduces students to the business fundamentals of brands with “purpose” and their critical role in the future of business and society. Students will develop a conceptual understanding of purpose-driven branding and its role in corporate social responsibility, nonprofit brand strategy, and social and environmental impact communications. They will learn how to develop a purpose brand, manage it within the communications, public relations, employee engagement, advertising, and marketing realm, and integrate it across an organization. In addition, they will learn how to establish processes to communicate and report on a brand's social and environmental impact from a client and management perspective.