Brand, Media and Analytics credit:

3 Hours

Brand image, reputation, and equity are examined through the strategic management of media channels and the use of audience and performance data. Students gain both conceptual and practical insight into the contemporary advertising media landscape, with particular emphasis on digital and emerging platforms. Using a consumer-centric perspective, the course develops students’ strategic and analytical skills to evaluate media performance and address real-world media and marketing challenges. Credit is not given toward graduation for: SBC 527 and SBC 509 . Prerequisite: Restricted to MS: SBC students.