Course Description
This course is designed for students who will be utilizing their education and experience in the marketing career tracks or in leadership functions where an understanding of marketing is critical. The focus of the course will be on how to build a brand online or extend a legacy brand digitally by applying marketing fundamentals and examining how the most interesting and dynamic brands operate today. We will simulate brand management and building campaigns for real-world brands and explore how they reach target customers to meet objectives and participate in online culture. While online platforms have offered us many more opportunities and “shiny objects” to reach and communicate with customers, the fundamental marketing skills and theories don’t change much or quickly. Learning to be strategic about how to apply these fundamentals will allow students to remain flexible and relevant.
This class is a good match for students who:
• want to learn to create a portfolio-level brand plan
• want to build expansive, omni-channel marketing strategies and tactics for brand building
• want to develop a CMO view of brand management and building marketing capabilities
University of Washington
Department of Communication