Brand Activation (3 Credits)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: explain the purpose and principles of brand activation within the context of strategic communication, apply audience insights and brand strategies to develop activation concepts that engage target segments, evaluate existing brand activation campaigns based on effectiveness, creativity, and alignment with brand objectives, and create an integrated brand activation campaign that combines digital and experiential elements to achieve specific communication goals.

Topics:

Introduction to Brand, Types of Brand Activation, Understanding the Brand & Target Audience, Consumer Journey & Touchpoints, Ideation Techniques for Activation, Designing Engagement Strategies, Case Study Analysis, Evaluating Activation Campaigns, Legal, Ethical, and Cultural Consideration, Campaign Planning & Brief Development, and Workshop: Prototyping Brand Activation.