Brand Strategy (Millennial Version)
Course Number 1925
Professor Youngme Moon
Spring; Q4; 1.5 credits
NO CROSS REGISTRATIONS ACCEPTED
This course is designed for students who plan to work in firms that market to consumers or who plan to work in companies that offer support to these firms (e.g., consulting).
Course Content and Organization
Please note that this is a 14 session course. This course focuses on the challenge of creating meaningful brand strategy in consumer markets, particularly in firms targeting millennials. The course will examine both traditional and emergent brands in the areas of consumer products, technology, services, fashion, and entertainment. Grading will be based on in-class participation and a series of weekly written assignments.