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Media & Strategy · Year 2 · 3 credit hours · 16 sessions

Media Branding

This course examines how brands are created, positioned, and managed over time. Students explore brand identity, consumer research, positioning strategies, brand portfolios, and the role of marketing programs in building strong brands. Emphasis is placed on strategic decision-making, consistency, and managing brand equity across traditional and non-traditional channels.

§ 01 By the end you can
  1. Explain the principles of branding and brand management within marketing.
  2. Analyze brand identity, positioning, and target consumer strategies.
  3. Use qualitative research to inform brand decisions.
  4. Evaluate brand scope, portfolios, and brand element choices.
  5. Design integrated brand marketing and communication programs.
§ 02 Sixteen sessions

The whole semester.

  1. 01Understanding Brands and Branding
  2. 02Branding and Principles of Marketing
  3. 03Brand Identity and Brand Image
  4. 04The Brand Management Process
  5. 05Using Research to Understand Markets
  6. 06Qualitative Marketing Research
  7. 07Identifying Target Consumers
  8. 08 · MidtermBrand Positioning Strategy
  9. 09Scope of a Brand
  10. 10Role of the 4Ps in Branding
  11. 11Brand Portfolios and Brand Architecture
  12. 12Choosing Brand Elements
  13. 13Designing Brand Marketing Programs
  14. 14Brand Advertising and Communication
  15. 15Non-Traditional Branding Approaches
  16. 16Managing and Sustaining Brand Equity

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Students will develop a comprehensive brand management strategy for a selected or imaginary brand.

Deliverables

  1. A brand analysis covering identity, target market, and positioning.
  2. A proposed brand marketing program including elements, messaging, and channels.
  3. A presentation explaining strategic brand decisions and long-term brand direction.

How it’s judged

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