Marketing strategy and tactics have dramatically shifted with the rise of digital, social media, and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers. Through a combination of case studies, best practice examples, current news items, and a planning project, students learn how the elements of a digital strategy is integrated with traditional media to connect to prospective customers.
Specifically, students learn best practices for social media marketing, content marketing, organic and paid search, search engine optimization, e-mail marketing, and display advertising. Students discuss strategies for brand development and reputation management, discovering how social media and data analysis can be used to improve marketing and product development activities. The importance of establishing integrated digital marketing goals and performance analytics is covered as well as how to measure return on marketing investment. Students develop the knowledge needed to develop comprehensive digital marketing and social media plans.
More and more firms have come to the realization that one of the most valuable assets they possess is the brand associated with the products and services they market. Despite this recognition, little attention has been paid to the subject in traditional managment education, especially in MBA programs.
This course in brand management covers topics in strategic brand management associated with building brands, leveraging brands, protecting brands, and measuring brand equity.