Strategic Brand Management

Course Code
EMBA 607
Hours
1.5 hours
Type
Elective
Offered
  • Spring 20
  • Spring 21

Consumer Engagement in a Connected World --- Today's technologies are continuously transforming the ways consumers interact with brands and each other. These changes constitute a fundamental shift in the marketplace - consumers have greater opportunities to voice their opinions and connect with other consumers as well as an increased influence over marketers and branded products. As a result, the conventional approaches to marketing communications have become more and more challenged. This puts an added emphasis on leveraging social media and other digital means to engage consumers and propagate ideas, messages, products, and behaviors between them. This course takes an in-depth look at the relationship between media and human behavior, and examines how organizations can capitalize on contemporary media to support their marketing efforts.

Taught By
Marcus Collins
  • LEO Lecturer
Marcus Collins is an Award-Winning advertiser and a Lecturer of Marketing at the Ross School of Business, University of Michigan, where he helps...