Description
This course integrates all aspects of strategic brand communications including advertising, public relations, digital media, social media, promotion, and marketing analytics. The content focuses on creating a data-driven, purposeful engagement with a brand's stakeholders driving market differentiation, loyalty and identity. Attention is paid to blending new and emerging technologies including artificial intelligence, augmented reality, and algorithms in a holistic and organic strategy to address varied audiences. Students put their learning to work during the semester by developing a branding program for a business, agency, cause, or non-profit organization. Students learn to manage a plethora of community assets, create a coherent mix of communication tactics, and work within a team environment. Meets the Capstone requirement for the Strategic Communication degree. Prerequisite: CO 235. SP.