Course Specific Skills:

• Explain and discuss how brands are strategic assets for companies towards a strong market position.
• Articulate, analyze, and plan brand positioning and design.
• Develop appropriate brand strategies for different types of brands
• Explain and discuss how consumers interact with brands
• Demonstrate an understanding of the interdisciplinary foundations (psychology, sociology, and anthropology) that underpin branding
• Recognize and reflect upon the social and cultural significance of brands in 21st century consumer culture

Discipline Specific Skills:

• differentiate, apply, analyze, and reflect on theories, concepts, and methods commonly used in exploring and understanding branding
• understand interactions of firm, consumer, and society around brands

Personal and Key Skills:

• participate in group interaction, including leadership and discussion opportunities
• develop oral and written communication skills, including negotiation, argumentation, and written presentation
• develop critical reading and writing skills