PRAO4025 Brand Strategy and Communication (3 units)
- Year 3 standing or above; PRAO3015 Consumer Perspectives in Public Relations and Advertising
Brands comprise a major player in strategic communication. This course takes a managerial perspective, and in particular, the elements of a brand strategy that have implications for advertising and PR professionals. The course discusses the concept of brand equity as well as the roles of content creation, media engagement, and customer relationship in enhancing brand value. The challenges and brand strategy at different stages of the product life cycle will also be discussed.
No result found.