This course is offered to students who wish to,understand branding, marketing, creative and,integrated marketing communications, and how they,work in industry. The course consists of small,student teams, whose interactions and work efforts,mirror those in an industry marketing firm or,agency. Teams create a new product or service for,their brand, and work to get it ready for a final,presentation to a small group of industry subject,matter experts and practitioners. Over the weeks,,teams conduct secondary research, define a target,audience, develop a strategic brand platform,,brand name and visual ID system, create messaging,content, digital, experiential co-marketing, and,guerilla marketing plans. These are followed by,customer relationship management and customer,loyalty programs, along with personal and team,skill advancement. Teams make weekly presentations,to the instructor, which create an ongoing,feedback loop to enhance team and personal,improvement. This course may count towards liberal,arts or general elective credit.
Credits: 3
Prerequisites: DAS 213 OR DAS 303