Course Catalog

Introduction to Branding & Marketing

  • Semester 2 2022-2023

    Jan 11, 2023-April 28, 2023 For Members Register

Course Overview

In our increasingly digitized world, we are exposed to thousands of ads every day and presented with an immeasurable amount of content across all media platforms. It has become increasingly difficult for brands to break through the noise and capture the attention of their intended audience. In this course, students learn what it takes to build an effective brand that can authentically connect with consumers and create long-term brand equity. The course starts with introducing what a brand is and explores how different Branding and Marketing elements, such as Visual Identity, Advertising Strategy, Content Marketing, and the intangible elements of the Customer Journey, come together to create a unique Brand Experience. By applying marketing theories, interviewing experts, and analyzing modern case studies, students will develop and strengthen their competencies as brand strategists, marketing experts, and designers. Students will also examine how responding to important ethical, social, and environmental issues can impact the brand’s success. The course culminates in a final project where students design an awareness campaign for a purpose-driven brand.

This is a new course that GOA is currently developing. A full outline and competencies will be available shortly.

UC-approved course

Competencies