Strategic Brand Planning

Course Code: AAM 5030

Academic Year: 2020-2021

This course will examine the fundamentals of strategic brand planning and review its evolving role within the business and marketing communications planning processes. Emphasis will be placed on managing the brand through the creative process. Examination of national and international brand names, their evolution, reinforcement and measurement will be reviewed. This course will use product matrix creation to examine, at a high level, a brand's name in the use of brand families and product line introductions. An introduction to quantitative analysis will be discussed here. While this course will not provide an in-depth understanding of creating such research, students will be exposed to key reports and be able to interpret the data by using tools such as a tracking study, some Google reports, etc.Through case studies and class assignments, students will learn about the role market research plays in informing strategic thinking. They will demonstrate their ability to synthesize market research data and information into the more complex planning process that also utilizes vision, intuition and critical thinking skills. The students will apply original thinking to strategic development and decision-making processes, developing effective strategies and briefs to convey strategic direction to all parties involved in the strategic planning process and evaluating the relevancy of program recommendations.