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 / Fall 2024
