Assignment: Submit brand refinement worksheet for your selected organization. You should also review the brand experience/architecture of the organization you are studying and come to class ready to discuss it. Due 10:45am on Saturday, October 20. Session 5: November 3 Topic: Making real-life brand and communications decisions Required Reading: In our second session, we will pick two case studies to purchase and read (from the five below). You will read both and then submit answers to a set of questions for one of them. I will provide a link you can use to purchase them. of Nature & Science setting a by Jill Avery, “Denver Museum – digital strategy” Jim Rosenberg (2016) by Allison Johnson, Emily “DonorsChoose.Org: Refining A Successful Brand” Chen Bendle (2015) and the Planned Parenthood/ Susan G. Komen for the Cure “Social Media by Laura Winig, Archon Fung (2012) Controversy” by V. Kasturi Rangan, Katharine Lee (2012) “Repositioning CARE USA” by V. Kasturi Rangan, Anita Elberse (2008) “Marketing New York City” Assignment: submit the case study worksheet for one of the cases and come to class ready to discuss both case studies. Due 10:45am on Saturday, November 3. Session 6: November 17 Topic: Using campaigns and social media to attract supporters Required Reading: by Sarah Durham and Lila Tublin (2017) “” by Ann Christiano and Annie Neimand (2017) “” https://ssir.org/articles/entry/stop_raising_awareness_already by Sarah Durham (2017) “” by Lisa Benenson (2016) https://ssir.org/articles/entry/the_power_of_simple “” by Carter Roberts & Steve Ertel (2016) “ http://ssir.org/case_for_communications/entry/a_chorus_for_wildlife
Assignment: Submit brand refinement worksheet for your selected organization. You should also review the brand experience/architecture of the organization you are studying and come to class ready to discuss it. Due 10:45am on Saturday, October 20. Session 5: November 3 Topic: Making real-life brand and communications decisions Required Reading: In our second session, we will pick two case studies to purchase and read (from the five below). You will read both and then submit answers to a set of questions for one of them. I will provide a link you can use to purchase them. “Denver Museum of Nature & Science – setting a digital strategy” by Jill Avery, Jim Rosenberg (2016) “DonorsChoose.Org: Refining A Successful Brand” by Allison Johnson, Emily Chen Bendle (2015) “Social Media and the Planned Parenthood/ Susan G. Komen for the Cure Controversy” by Laura Winig, Archon Fung (2012) “Repositioning CARE USA” by V. Kasturi Rangan, Katharine Lee (2012) “Marketing New York City” by V. Kasturi Rangan, Anita Elberse (2008) Assignment: submit the case study worksheet for one of the cases and come to class ready to discuss both case studies. Due 10:45am on Saturday, November 3. Session 6: November 17 Topic: Using campaigns and social media to attract supporters Required Reading: “” by Sarah Durham and Lila Tublin (2017) “” by Ann Christiano and Annie Neimand (2017) https://ssir.org/articles/entry/stop_raising_awareness_already “” by Sarah Durham (2017) “” by Lisa Benenson (2016) https://ssir.org/articles/entry/the_power_of_simple “ by Carter Roberts & Steve Ertel (2016) http://ssir.org/case_for_communications/entry/a_chorus_for_wildlife
EXEC-GP.4137.001.docx