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BRAND STRATEGY IN ADVERTISING & INTEGRATED COMMUNICATIONS

JOURN 649
Course Description

Provides a comprehensive introduction to classical consumer packaged goods brand management by exploring the intersection of marketing, advertising, and strategy to grow sales profitably over time with winning products and effective campaigns. Illuminates the foundational concepts, frameworks, and tools brand management professionals use to drive awareness, consideration, trial and repeat of their offerings to increase market share and establish long-lasting brand equity with target consumer groups. Engages leadership and positioning principles to cultivate and communicate one's professional and personal brand in any career or life path.

Prerequisties

Sophomore standing

Satisfies

This course does not satisfy any prerequisites.

Credits

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Offered

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Grade Point Average
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Completion Rate
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A Rate
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Class Size
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Instructors (2025 Fall)

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