This course introduces you to the building blocks, processes and profound effects a well-crafted marketing campaign can have on a company’s business, employees, R&D direction and product development, bottom line, culture, values and brand. The crowning jewel of the marketing function is the creation of a company’s brand. Brands are the long tail portion of the myriad functions marketing serves its clients. A well-crafted brand not only informs a potential customer of a company’s unique selling proposition (USP) and the quality of the products and services it offers, but most importantly, it clearly and succinctly defines the essence of the company’s intangible voice, promise, culture, mission, vision, etc. that drive customer interest and loyalty and clearly differentiates it from its competitors. Prerequisite: GM562