COURSE DESCRIPTION:
This is a capstone course in which students learn to connect the concepts that they have already learned
in previous marketing classes and to apply these concepts to creating or expanding a luxury (or nonluxury) brand. The class will be organized around themes and real-life case studies that students will
discuss and apply to their group project. After completing this course, students will have the practical
knowledge necessary to develop and launch a brand.

COURSE OBJECTIVES:
The objectives of this course are to:
– Define branding and other terminology related to branding.
– Evaluate a brand and differentiate a great brand from other brands.
– Apply the brand positioning framework to:

• Develop a brand.
• Develop long term, sustainable brand strategies and positioning.
• Expand/introduce a brand internationally.

– Describe the role of social media in shaping a brand.
– Develop integrated marketing campaigns to grow a brand.

EXPECTED LEARNING OUTCOMES:
Upon completion of this course students should be able to:
– Recognize the purpose of brands and the key elements that create strong brands.
– Identify the role that brands play in helping luxury companies establish competitive position.
– Understand how luxury companies measure and improve brand value.
– Understand how brand architecture helps build brands over time.

*Course content subject to change