Branding drives how global networks define your value, image, and persona. Corporate leaders have traditionally spearheaded branding initiatives; however, marketing has transformed into a dynamic, powerful champion of branding strategy and execution.

This course is a blend of strategic theory and tactical guidelines, providing the foundational elements of branding. We also examine relevant, timely examples of branding in practice. These knowledge and skills allow students to explore how to develop a brand from scratch, how to manage a re-branding project, as well as how to execute day-to-day communications and successful marketing campaigns.

As digital technologies continue to disrupt the competitive landscape, companies are under constant pressure to implement marketing strategies for staying relevant, responsive and profitable.

Marketers who understand their customers’ end-to-end journeys and experiences will be successful in developing a strategic digital roadmap that meets both their customers’ expectations and their organization’s business objectives.