MKTG 7544 - Integ Mktg Comm/Branding

Credit Hours: (3)

Description Application of theories in marketing communications and marketing psychology to understanding consumers responses to new media; study changing media trends; study theories on branding such as brand personalities, branding services, people as brands and brand communities; building and measuring brand equity; leveraging brands for brand extension and managing a brand portfolio in a global context. PREREQUISITE(S): MKTG 7140 or equivalent