Discusses how to perform a formal competitive analysis to understand better a company's brand, the brand's position in the marketplace, and the role the brand's competitors play in shaping the marketplace. The course addresses product positioning, Integrated Marketing Communications, markets (realized and potential), and company/brand strengths and weaknesses and how those may become threats. Students learn how to create Buyer Personas, conduct SWOT analyses, and establish Communication Objectives.
instructor(s)
Young, Morgan
Primary Instructor
- Spring 2019 / Summer 2019 / Spring 2020 / Fall 2020 / Summer 2021 / Spring 2022 / Fall 2022 / Summer 2023 / Spring 2024
