Examines the theory and practice of branding, target segmentation and how the digital space and the rapid rise of consumer generated content have impacted brand management. Students analyze audience research, and the competitive set to develop brand positions and benefits. Prereq., JOUR 2403. Prerequisites: Requires pre-requisite course of JOUR 2403. Restricted to Advertising (ADVT-BSJR or JADV-BSJR) or Marketing (MKTG) majors only with a minimum of 45 hours taken.