In order to surpass the entire process of branding, and give the participant a responsible examination to the vital introductory topics to symbols and symbolism, mass propaganda, consumer brainwashing under the canopy of branding, this course, Brand Engineering, has been scrupulously designed at the confluence of neurobiology, cultural anthropology, and cognitive psychology to better understand human behavior and to improve know-why and know-how to develop strong brands which sequentially create profit-building growth strategies of differentiation, loyalty, and advocacy, the nirvana of C-suite executives of any corporation.
I broke down the three-credit, elective marketing course given typically to second-year MBA students into sesections so that anyone interested building a brand, can quickly understand the fundamentals of symbols symbolism; perception and persuasion.
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Click here for the additional course materials you will need to successfully complete this course.
Broad currents of consumption have influenced 21st century life in notable ways: transcended a few select brands to iconic statuses, turned brand names into verbs, aroused a desire to possess, incited consumers to stand in a line for hours to purchase the next version of their mobile phone or a pair of sneakers, and even indoctrinated brand devotees with such extreme loyalty that they tattoo themselves in permanent ink to demonstrate allegiance to brand tribe.
To better understand these variants of consumer behavior from extreme loyalty to fierce advocacy customer nobility, this advanced marketing elective draws up on a set of foundational principles from divefields of study. These proven scientific principles differ entirely from those advanced by conventional marketschemes that MBA students may be exposed in their preliminary, first year of study. Though the prerequisites this course includes traditional management courses; to imbibe the content for Consumer Behavior, it does requsetting aside some of the conventional thinking.
The scope of marketing is unquestionably broad and evolving, especially with the confluence of the internet, digital media, and hand-held post- PCs which is re-evolutionizing business and marketing. For customers, they give a much wider choice of products, services, and prices from different suppliers and the means to select and purchase items more readily. For business organizations marketing products and services, it gives enormous opportunity to inform and interest prospects, penetrate existing markets, expand to new ones, offer new services, apply new and exciting two-way communication techniques, and compete successfully with competition. With the winning stories of companies capturing market share together with the rapidly increasing adoption of the digital medium by customers, business owners and brand custodians have come to a fast-growing realization that all organizations must have an effective digital presence to prosper, or possibly even survive. The four main pillars of digital marketing emerging as the “Digital Royal Family,” cornerstones upon which to build successful digital marketing campaigns for growth, differentiation, loyalty, advocacy, and short- and long-term profitability. These cornerstones every entrepreneur, business owner, brand custodian, and marketing manager needs to know and understand in order to be successful in the digital age of the internet. Consequently, the aim of this course is to provide advanced MBA students with a ringside view to the concepts, techniques, and best practice to support all digital marketing processes. This course is based on emerging academic models together with best practice from leading adopters of digital media. The practical knowledge developed through reviewing these concepts and best practice is intended to enable you enter into the invigorating world of digital marketing and to exploit those lucrative employment opportunities post-MBA.
Communications takes place when one mind is influenced, and in that other mind an experience occurs which is like the experience in the first mind, and is caused in part by that experience. This potential utility, governed by the psychologically oriented formulations is exhaustively explored in this course, Marketing Communications. It also surveys the theoretical and structural models of marketing communication, and aims to equip students with the tools in storytelling, copywriting, and visual rhetoric, necessary to create a coherent and fully integrated promotional campaign.