BU 323 - Strategic Marketing Planning and Brand Storytelling

This course explores the strategic marketing planning process with a focus on brand development and storytelling. Students will learn to analyze competitive environments, craft integrated marketing plans, evaluate performance metrics, and leverage storytelling across traditional and digital media. Emphasis is placed on aligning marketing strategy with business objectives and communicating brand value through compelling narratives. Semester Credit Hours: 3.00 Contact Hours: 45/0/0/45 Prerequisite: BU 242 Creating Customer Value in the Digital Age. Corequisite: None.