Introduction to Marketing & Branding

Understanding the customer and the best ways to reach and expand your audience are the fundamental building blocks of Introduction to Marketing and Branding. Students learn the principles of successful book and digital/magazine media marketing as the fundamentals of product development and branding across multiple platforms. Students examine the research tools available to marketers, and study how to determine brand equity, pricing strategies and the value of comparisons and competition. Through case studies of effective marketing campaigns, students evaluate winning strategies and prepare for the final course project: a written and oral presentation of a marketing plan for a brand extension of an existing media company, incorporating a wide range of digital and print components. This course serves as a foundation for all Media Marketing and Distribution Specialization courses.