MKTG 434 Branding • 5 Cr.


This marketing course builds on ideas explored in Advertising I and II, expanding the promotional aspect of communicating ideas with customers to a larger brand identity building framework. Students will consider successful branding case studies, and then craft their own brand along with appropriate marketing materials in this innovative course. Prerequisite: MKTG 234 with a C or better, or permission of instructor.


After completing this class, students should be able to:

  • Establish a new consumer offering that will require a brand identity for marketing purposes
  • Research customer behavior to identify needs and wants, along with the competitive landscape
  • Advocate product development choices, pricing, and distribution channels
  • Promote the new brand through various marketing communications
  • Evaluate the brand equity of the new offering and optimize as needed