Engagement: Connecting Brands and Customers

Course number: SUST6200
Faculty: Robert Coombs, MBA  and Brian Lanahan, MBA
What students learn in this course:
  • An understanding of the modern context of digital-social-mobile and how it affects communication and engagement
  • How to gain insight into customer needs and build customer profiles
  • How to connect organizational purpose and values to brand voice and communications
  • Strategies for challenging the status quo and doing more with less.
About this course:

This course explores how organizations can thrive in a changed marketing communication landscape. Students develop the mindset of a marketer and learn the concepts and techniques that comprise a successful marketing strategy for a business, product, or idea. The semester progresses through learning how to analyze social and economic forces and context, understand customers, position, and apply marketing communication frameworks and tools. Students practice effectively communicating marketing recommendations for action. This course has an experiential learning component.

About the Experiential Learning Project:

In the Experiential Learning Project students work in teams to develop a marketing plan for a partner organization. Teams consult with their partners to define the scope and objectives of the project. Next, they research the marketing situation faced by their partner, develop customer profiles, and create a marketing plan to build measurable engagement and influence. At the end of the semester, teams present the research findings and marketing plan to their partner to get backing for the implementation of their recommendations.

Units: 4
Pre-requisites: None
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