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BUS 129 — Innovative Strategies for Building Sustainable Brands

Quarter: Spring
Day(s): Mondays
Course Format: Live Online (About Formats)
Duration: 6 weeks
Date(s): Apr 17—May 22
Time: 5:00—6:15 pm (PT)
Refund Deadline: Apr 19
Unit: 0
Grade Restriction: NGR only; no credit/letter grade
Tuition: $405
Instructor(s): Dustin York
Limit: 40
Class Recording Available: No
Status: Cancelled
DOWNLOAD THE SYLLABUS » (subject to change)
Live Online(About Formats)
5:00—6:15 pm (PT)
Apr 17—May 22
6 weeks
Refund Date
Apr 19
0 Unit
Grade Restriction
NGR only; no credit/letter grade
Dustin York
DOWNLOAD THE SYLLABUS » (subject to change)
Savvy use of branding is how Nike can make a pair of shoes for $16.25 but sell them for $170, only to have resellers turn around and market them again for $5,000. How do Nike and other successful brands do it? This course is designed for learners interested in building sustainable brands using innovative marketing plans that can capture and hold consumers’ attention and loyalty.

The course will begin by walking students through general brand strategy and message creation for social media, Google searches, and in-person events. We will move on to explore the visual representation and technological implementation of today’s brand strategy for both online platforms and physical spaces by examining case studies and simulations focused on the work of successful companies like Amazon, Ferrari, and TikTok. The course will also investigate opportunities for branding in emerging fields like the metaverse, artificial intelligence (AI), and augmented reality (AR). Students will learn tools of the trade, including how to use “brand statements” that succinctly convey your brand’s story, “visual metaphors” that physically increase memory recall of your brand, and “quality cues” that grow the perceived value of your brand in today’s dynamic business environment. We will conclude by outlining the ways these techniques and others can be applied to either an organizational or a personal brand.

Associate Professor of Communication, Maryville University; Consultant

Dustin York specializes in interpersonal leadership communication and digital transformation in branding. Before entering academia, he worked in public relations for the 2008 Obama presidential campaign and for high-profile clients such as Pepsi and Nike. He is a subject matter expert for CNN and Forbes and a contributor to Harvard Business Review. York received an EdD ifrom Lindenwood University.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.