PSDS

3103

Brand Strategy

Parsons School of Design: Design Strategies

Non-Liberal Arts

Undergraduate Course

Degree Students

Brand Strategy

Spring 2021

Taught By: Dirk Kammerzell

Section: A

CRN: 2136

Credits: 3

In this course, students will develop a new (potentially global) brand of choice evolving around products, services, or endorsements and addressing an identified opportunity/lack of appropriate solution in today’s everyday life. The goal is to establish a brand that is appealing to a broad target audience, stands out within its competitive "brandscape," and gets opinion leaders and decision makers on board for support. Students will use traditional as well as innovative marketing techniques and tools (viral marketing, crowdsourcing, social media) to create powerful experiences; develop a brand strategy, positioning, and implementation plan; and forge an innovative brand identity that encompasses several branding disciplines such as brand positioning, market research, naming, identity design, and implementation across various media and communication platforms.

Open to: All university upper-level undergraduate students.

College: Parsons School of Design (PS)

Department: Design Strategies (PSDS)

Campus: New York City (GV)

Course Format: Lecture (L)

Max Enrollment: 23

Add/Drop Deadline: N/A
Online Withdrawal Deadline: N/A

Seats Available: Yes

Status: Open*

*Status information is updated every five minutes. The status of this course may have changed since the last update. Open seats may have restrictions that will prevent some students from registering. Updated: 10:10pm 7/9/2020 EDT

Meeting Info:

Days: Thursday

Times: 9:00am - 11:40am

Building: 6 East 16th Street

Room: 901

Date Range: 1/21/2021 - 5/6/2021

Brand Strategy

Fall 2020

Taught By: Dirk Kammerzell

Section: A

CRN: 2850

Credits: 3

In this course, students will develop a new (potentially global) brand of choice evolving around products, services, or endorsements and addressing an identified opportunity/lack of appropriate solution in today’s everyday life. The goal is to establish a brand that is appealing to a broad target audience, stands out within its competitive "brandscape," and gets opinion leaders and decision makers on board for support. Students will use traditional as well as innovative marketing techniques and tools (viral marketing, crowdsourcing, social media) to create powerful experiences; develop a brand strategy, positioning, and implementation plan; and forge an innovative brand identity that encompasses several branding disciplines such as brand positioning, market research, naming, identity design, and implementation across various media and communication platforms.

Open to: All university upper-level undergraduate students.

College: Parsons School of Design (PS)

Department: Design Strategies (PSDS)

Campus: Online (DL)

Course Format: Lecture (L)

Max Enrollment: 22

Add/Drop Deadline: September 14, 2020 (Monday)

Online Withdrawal Deadline: November 22, 2020 (Sunday)

Seats Available: No

Status: Waitlist*

*Status information is updated every five minutes. The status of this course may have changed since the last update. Open seats may have restrictions that will prevent some students from registering. Updated: 10:10pm 7/9/2020 EDT

Meeting Info:

Days: Thursday

Times: 9:00am - 11:40am

Building: TBD

Date Range: 9/3/2020 - 12/17/2020