Why do some brands have such loyal followers? Why do some brands fade away quickly? How does branding influence consumer behavior? How does one develop a strong brand? How can the value of a brand be measured? How does a successful brand leverage its equity? How does a company develop and fit together a brand portfolio? How should brands be managed over time and across different geographic areas? Finally, how can social media be used effectively in the brand management process? This course is designed to explore the concepts and tools that help students answer these questions. While branding is both an art and a science, there are certain patterns and predictability of branding activities that greatly increase the odds of success. This course covers topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, ways to leverage brand equity, strategies in managing brand portfolios, and management of brands over time, geographic boundaries, and market segments. Because of the importance of digital marketing and social media management in the process of branding, concepts and practices in these areas are discussed throughout the course.
consumer & audience analytics
How can brands use social media monitoring tools to identify opinion leaders and online influencers? How can advertisers use product usage data to segment consumers by purchasing potential? How can media outlets use audience and Twitter data to improve their content and engagement? How can online content providers and brands use web traffic and social media data to assess their popularity and user sentiment? And how can companies use market, competitor, and consumer data to make better strategic decisions? This course aims to give students an initial road map to work through these questions. Upon successful completion of the course, students should understand: characteristics, value, and use of Big Data and analytics; basic consumer/audience/data concepts that have analytics implications; characteristics, value, and use of major digital marketing/ communications and media analytics; major analytics tools and process for developing competitive intelligence; basic modeling approaches/metrics for consumer/audience segmentation, targeting, positioning, and valuation; how to best communicate the analytics results to others. Note that this course is not designed to train students to master the analytics/tools introduced, but to give them an overview of a wide range of analytics/tools that are important in forming today’s consumer/audience related strategies.
This course is designed to provide students with an overview of the fundamental concepts, characteristics, and business administration in media industries. Students are given an overview of various media industries, both legacy and digital, and introduced to the practical concepts and techniques in the following areas: Brand Marketing, Strategic Management, Inbound and Outbound Marketing/Sales, User Experience, Management, Business Analytics, Social Media Management, Financial Management, Leadership, and Strategic Planning. Using case analysis, sales/marketing projects, consumer analytics, and strategic plan practices, this course aims to to familiarize students with important concepts and skills sets that would prepare them for a career in media and communications.
This course introduces students to the research practices most commonly used by media and communications scholars and practitioners. It covers both primary, custom research methods and applied, industry-oriented audience analysis topics. First, a broad overview is provided for basic subjects such as research design, measurement, and data collection/analysis as applied in different research methods like experiments, surveys, focus groups, case studies, content analysis, and other major primary research approaches. The second phase of the course focuses on familiarizing students with leading industry audience intelligence/data services.
Specifically, it covers applied audience research such as ratings analysis, digital analytics, psychographic and lifestyle data, as well as other target marketing tools used by media/marketing industry practitioners.