Social Media and Branding

Companies must develop effective branding strategies for their products and services. This course focuses on the strategic essentials of creating strong brands, brand management strategy, and strategies for using social media to build brands. Topics covered through text and simulations include: what constitutes a strong “brand” (from both marketing and legal perspectives); using brand personalities and cultures to create customer value and loyalty; strategies for building brand equity through positioning and social media; brand leveraging strategies (e.g. brand extensions) and brand alliances (e.g. co-branding). Students will have the opportunity to own certification in Hootsuite and Hubspot.

Grade Basis: L
Credit hours: 3.0
Lecture hours: 3.0

Prerequisites:

Restrictions:

  • Offered in spring semester