Branded Entertainment
93-878
Units: 3
Description
What is a brand and what is its value?
In this course, students will build a foundational understanding of branding through class discussions, articles, and
case studies. Students will examine the key principles of building a great and lasting brand. They will also
examine how brands partner and develop their own content to build relationships and participation with their
consumers.
Class participants will explore the spectrum of branded content approaches and look at how branded content is
evolving within the advertising landscape with new technology and communications methods. Students will then
be able to apply this groundwork in building their own branded content plans.
Learning Outcomes
The objectives of this class are to convey a broad understanding of brand building and branded content.
By the end of the course, students should be able to:
| Learning Objective | How Assessed |
| Articulare what brand is, why it is important, and how it can be applied to the business as a whole | Class discussion and in-class assignment |
| Understand value propositions and bran positioning | Class discussion and in-class assignment |
| Understand brand applications to content and the spectrum of branded entertainment | Class discussion and final brand assignment |