around a brand?
MKTG 353, 4 Units, Letter grade | 2 Sections: Tu 1:15-4:15pm or Tu 4:30-7:30pm, d.school Studio 1 | Enrollment limited to 44 per section
Building Innovative Brands is a class where students will get a chance to craft and implement a social experience around a brand and get tips from world-class experts in the field.
As savvy consumers are increasingly participating in brands rather than merely receiving their messages, how do leading organizations stoke conversations, co-create experiences and stories, and build engaging relationships with consumers? Moreover, how do they harness social media to build a brand, and empower employees and consumers to share these brand stories with others?
Building Innovative Brands is a hands-on, project-based course that will draw brain power from the GSB, School of Engineering, and other Stanford graduate programs to collaboratively and creatively explore these questions. While we examine various inspiring examples of social brands, we will find that the rules are yet to be written. This emerging genre of social commerce and marketing is the “Wild West” and students working in mixed teams will be challenged to design and launch their own social experiments to form their own hypotheses.
Assignments will push student teams to audit a brand, focus on a strategic goal, and design a social interaction that invites people on campus to participate in an extraordinary personal experience with that brand. Teams will then capture this experience in short videos and compile them into a story — one that highlights the brand experience they orchestrated, its impact, and their key learnings. This course will integrate approaches from the d.school and marketing curriculum — including brand strategy, storytelling fundamentals, human-centered methods, rapid prototyping, and a bias toward action. This is a class for those that want to learn by doing and creating.