Course Description

This course will change the way you look at and manage a business, whether it is your own or if you are working for someone else. We'll examine the global practice of brand management used successfully by consumer goods companies, beauty businesses, and fashion brands to drive planned sales into business realities. Integrating psychology with management best practices, we’ll delve into how wants and desires, aligned with sustainability & social responsibility, drives consumer loyalty. These five MBA-like sessions cover every aspect of strategic branding—what works, what doesn't, and why. Learn how a brand persona is created, why brand storytelling is important, what role archetypes and consumer research play in developing and registering/brand names & trademarks; actual case studies of global brands are discussed as examples. The uses of segmentation models and neuropsychology are explored. Finally, the impact of social and viral networking is examined, and how brands as communities influence social media and social media, brands.


This course may be offered in-person, remotely, or online; please click each available section to view more details.


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