Digital Branding Strategies

Course Code: MMDD 254

Academic Year: 2017-2018

This course provides an overview of the inter-relationship between branding and interactive media. Students explore the use of promotional websites, internet display advertising and rich media content in building an organization brand identity. Students examine how brand applies to different marketing campaigns and how it is represented in different mediums. Students look at the industry makeup and develop a personal branding strategy. The emphasis is placed on branding from the perspective of production (i.e. how the tools are used to present a brand identity as opposed to creating a brand identity).