Brand Management for Social Media and Wireless Technologies
Overview/Description Target Audience Expected Duration Lesson Objectives Course Number Overview/Description
The brand tenets of the past – notably control and predictability – are no longer valid. Ever-increasing consumer power, driven by social media and other web-based and wireless technologies, is having a significant impact on brand effectiveness and brand staying power. Consumers are now key drivers for corporate brand strategy. Brand managers need to understand how to harness the power of these technologies and how consumers interact with these technologies. And they must appreciate how they can use social media and wireless technologies to their strategic advantage. This course provides instruction on the benefits and potential risks associated with the use of social media and wireless technologies to promote a brand. It also explores how brand managers should approach branding across these platforms in order to improve brand visibility and ultimately brand success.
Managers and strategic planners who want to develop or refine their strategic brand management skills