COMMLD 525: Brand Values, Creativity, and Innovation

(

Howard

)

- 2021-2022 | Autumn 2021

Track Neutral | 5 Credits
Tuesdays 10/05-12/07, 6:00PM – 9:50PM PDT | DEN 112
Registration SLN: 13055

Course Description:

This course will take a close up look at corporate brand values in marketing communications today. Brand values should be timeless and unchanging, but in a constantly fluctuating business environment, is this goal even possible? While high volume video advertising and A/B testing is exploding, paradoxically, messaging of corporate brand values is oftentimes minimized. Marketing today is composed of ever-changing algorithms, transactional communications, and confusing narratives.Should creativity play a bigger role in storytelling in today’s marketplace? Do customers even know what the companies they make purchases from actually stand for values-wise? Does it matter? How can companies still connect emotionally with consumers? Students will ideate a marketing film for a company or nonprofit of their choice. All the while, they’ll be considering deeply how emotion, story, and marketing message function in a project that resonates with the consumer while also reinforcing an organization’s belief system.

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