Course Code: AAM 5030
Academic Year: 2025-2026
Strategists, planners and account managers build wholistic brand experiences. This course sets the process up for brand success, and then goes beyond the fundamentals of strategic brand planning to examine its evolving role within the business, marketing and communications. Review how clients gather data to derive strategic insights for strong brands. Students examine cases where brands fail and why. Examine product matrixes to examine a brand's name in the use of brand families and product line introductions. Through case studies and applied exercises, students learn about the role market research plays in informing strategic thinking. AI is examined as a tool to bring brands to market examining what is ethical and how IP plays a role. The students apply original thinking to strategic development and the brand decision-making processes.