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Course Description

Whether a B2C, B2B, non-profit or government agency, an organization’s most valuable asset is its brand. This course explores foundational ideas as well as more recent developments impacting the creation and management of a brand in today’s digitally-dominated marketplace. For instance, organizations have ceded some control to customers who are now empowered through digital / social platforms to help define and evolve a brand; and customers no longer compare a specific aspect of their brand experience with others in the same industry or category but rather, their comparison frame-of-reference is the very best like-function (purchase, service, etc.) that they have experienced. The course will examine fundamental brand concepts, incorporate case studies to illustrate real-world complexity, and explore current issues that today’s marketer must be able to address.

Course Objectives

Upon successful completion of the course, students will be able to:

  • Explain and apply brand-related concepts and strategies;

  • Demonstrate understanding of current trends and issues impacting brands and the associated management implications; and

  • Critique and make recommendations to improve an organization's brand strategy or brand value proposition.

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
Class
Days
F
Time
6:30PM to 9:30PM
Dates
Oct 30, 2020 to Nov 06, 2020
Type
Class
Days
Sa
Time
9:00AM to 4:00PM
Dates
Oct 31, 2020 to Nov 07, 2020
Schedule and Location
Contact Hours
18.0
Course Tuition
Tuition non-credit $1,055.00
Instructors
Section Notes

Welcome to the Flex Learning Experience - Real-time learning using live Zoom video conferencing— mirroring a more traditional classroom with regular interaction, - engaging activities, and the dynamic exploration of topics and concepts.

  • Dynamic exploration of topics, ideas and concepts with the instructor and students in the class
  • Interact regularly and frequently with your instructors and other students
  • Comparable level of accountability and engagement as classroom attendance
  • Lectures, discussions, and presentations occur at a specific hour
  • Face-to-face discussion, individual guidance, speed and immediacy to synchronous online learning
  • Immediate feedback - encouraging quick feedback on ideas, and support consensus and decision making
  • Pacing - encouraging students to keep up-to-date and provide a discipline to learning
  • Spontaneity - making it easy to add new ideas to the conversation, brainstorming or decision making
  • Familiarity - simulating a more traditional face-to-face environment
Type
Class
Days
F
Time
6:30PM to 9:30PM
Dates
May 07, 2021 to May 14, 2021
Type
Class
Days
Sa
Time
9:00AM to 4:00PM
Dates
May 08, 2021 to May 15, 2021
Schedule and Location
Contact Hours
18.0
Course Tuition
Tuition non-credit $1,055.00
Instructors
Section Notes

Welcome to the Flex Learning Experience - Real-time learning using live Zoom video conferencing— mirroring a more traditional classroom with regular interaction, - engaging activities, and the dynamic exploration of topics and concepts.

  • Dynamic exploration of topics, ideas and concepts with the instructor and students in the class
  • Interact regularly and frequently with your instructors and other students
  • Comparable level of accountability and engagement as classroom attendance
  • Lectures, discussions, and presentations occur at a specific hour
  • Face-to-face discussion, individual guidance, speed and immediacy to synchronous online learning
  • Immediate feedback - encouraging quick feedback on ideas, and support consensus and decision making
  • Pacing - encouraging students to keep up-to-date and provide a discipline to learning
  • Spontaneity - making it easy to add new ideas to the conversation, brainstorming or decision making
  • Familiarity - simulating a more traditional face-to-face environment
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