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IMC 613


Course Description

Explores strategies and tactics that are used to build, measure and manage brands and brand equity, including the introduction of new products. Also covers creative decisions in branding.

Course Learning Outcomes

Upon successful completion of IMC 613, students will be able to:

  • Identify and analyze theories, models, marketing programs and other tools for building brand equity.
  • Discriminate between complimentary and contradictory data resources to make challenging branding decisions.
  • Contrast important brand management concepts and principles with classmates and faculty.
  • Synthesize the branding concepts into a detailed brand audit.


Topics in this course may include:
Basics of Branding
Analysis of Industry & Competition
Changing the Brand: Line Extensions, Rebranding, Brand Extensions & New Brands
Foundation Strategic Planning
Measuring Brand Performance
Branding Beyond Packaged Goods Products
Creative Marketing Programs
Wrap-up Week

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.