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BUS 157 — The Total Brand Experience: Connecting Brands with Customers Today

Quarter: Spring
Day(s): Mondays
Course Format: On-campus course
Duration: 7 weeks
Date(s): Apr 3—May 15
Time: 7:00—8:50 pm
Drop Deadline: Apr 16
Unit: 1
Tuition: $405
Instructor(s): Niland Mortimer
Spring
On-campus course
Mondays
7:00—8:50 pm
Date(s)
Apr 3—May 15
7 weeks
Drop By
Apr 16
1 Unit
Fees
$405
Instructor(s):
Niland Mortimer
Closed
Marketers today can no longer rely on the power of traditional brand strategies and symbols to connect with their audiences and drive purchase and sustain loyalty. Brand logos, icons, mascots, and color palettes—such as the Pillsbury Doughboy, IBM blue, and Nike’s swoosh—do little today to sway customer attitudes and build brand allegiance. What matters is creating a total brand experience.

This course will explore the interdisciplinary skills, roles, and practices necessary to market products and services in an experiential world of 24/7 attention, social media-driven connectivity, mobile access, and real-time situational engagement. Forming teams of brand psychologists, data scientists, media analysts and planners, event marketers, user experience designers, social impact leaders, game theorists, and creative strategists, students will create a virtual customer engagement agency in the classroom. Incorporating best practice case examples, outside agency specialists, and the instructor’s experience in launching new brands, the course will provide students with a thorough grounding in experiential marketing strategies and tactics, insights into team collaboration, and the ability to create their own dynamic customer engagement roadmaps that go beyond brand positioning, guidelines, and logos. Together, the class will develop total brand experiences that can be deployed in realworld situations.

Niland Mortimer, Director, Brand Marketing, Technic; Partner, The Montgomery Group

Niland Mortimer has focused on global strategy and advertising for brands ranging from HP and Johnson & Johnson to Neutrogena and Philips. He was president of Wunderman San Francisco, and earlier, with famed creative agency Doyle Dane Bernbach, managed accounts in New York and Paris. He received an MBA from the NYU Stern School of Business.

Textbooks for this course:

(Recommended) Tim Wu, The Attention Merchants, 1st Edition (ISBN 978-0385352017)
(Required) Bernd H. Schmitt, Experiential Marketing, 1st Edition (ISBN 978-1-4516-3636-9)
(Required) Yoram Wind and Catherine Findiesen Hays, Beyond Advertising, 1st Edition (ISBN 978-1119074229)
(Recommended) Peter Fader, Customer Centricity, 1st Edition (ISBN 978-1-61363-016-7)
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)