Competitive Strategies + the Brand Component
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Division: The New School for Public Engagement
School: School of Media Studies
Department: Media Studies
Course Number: NMDM 5305
Course Format: Lecture
Location: NYC campus
Permission Required: No
- Media & Management
- Media Studies
How can media companies achieve and maintain a competitive edge in this radically changing and converging media environment? And what part does the development and communication of a differentiated brand play in that challenge? This course will apply techniques and tools for analyzing industries, companies and competitors and understanding the context in which competitive strategy and positioning is formulated. Students will examine emerging, mature and declining industries; development of new alliances between once-competitive industry segments; and the role brand awareness plays in renewing a leadership position. Of core consideration is how the audience has changed from passive receiver to active seeker.
Open to Graduate students.