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May 03, 2024
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Academic Bulletin 2022-2023 [ARCHIVED CATALOG]
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COMM 276 - Digital and Integrated Branding Practices
Credits: 4
An examination of how digital audiences and cultures are constituted through interactive and integrated branding practices. Whether we speak of promoting nations, goods and services, tourism, celebrities/influencers, or philanthropic causes, at the heart of these practices is the growing customization of consumer messaging, the management of authenticity in brand positioning and experience, and a renewed concern for ethical consumerism. Students analyze case studies and draw from industry perspectives to collaborate in producing portfolio-based projects that demonstrate an awareness of strategy process and outcomes.
Distribution Requirements: CL, HE.
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