About the course
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.
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.
Rich Toohey is an accomplished marketing consultant and adjunct instructor with extensive experience in Loyalty, CRM, Customer Engagement, and Market Research. Rich Toohey is President of Resolvere Insights LLC, a marketing consultancy helping clients across industries with projects related to Lo...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.