SBC 521

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Credit: 2 hours.

Explores the fundamentals of brand creation, entrepreneurial identity, and brand building in today’s competitive digital environment. Students examine how both start-ups and established organizations develop brands from ideation through promotion, with emphasis on storytelling, positioning, and strategic differentiation. Tools and strategies for crafting, growing, and managing brands are introduced, along with consideration of brand ethics, responsibilities to key publics, and decision-making related to brand evolution, repositioning, or retirement.

Credit is not given toward graduation for: SBC 521 and SBC 502. Prerequisite: Restricted to MS: Strategic Brand Communication students.

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