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| On-Line Brand Building (CTGE 443J)
NOTE:
Fall 2003 was the last semester of the
On-Line Brand Building (CTGE 443J)
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| Branding is much more than a logo or
an online advertisement. In today's saturated and competitive Internet environment,
branding is about building mind share with all of your company's constituencies
- not just customers, but also partners, vendors and the press. The Internet opens
up a new communication method with users. Brand building is the path to market share on the Internet. Online branding and brand management have become concerns not just for Internet designers and developers, but for anyone who manages or creates brands, including marketing, communications and e-commerce executives. In this course you learn specific strategies for building new online brands and extending existing brands on the Web. Topics include:
Activities include: examining several case studies, reviewing and critiquing example Web sites and learning how to articulate what defines an online brand. Reading materials: short articles are reviewed in class. Prerequsites: At least 3 years of business experience, significant access to the web for both e-mail and surfing, desire to understand the strategic aspects of branding. |
