COPR 530 Corporate & Personal Branding

This course harnesses the tenets of public relations to maximize the power of brand. Through an introduction of corporate and personal brand, students will be exposed to the importance of brand and how they can change an impression.

All organizations and every employee create an impression on their audience. This study will equip the student to recognize positive and negative brand qualities and ready him/her to make personal and organizational changes. 

Textbook Readings

No details available.

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussion

Discussions are collaborative learning experiences. Therefore, the student will complete one Discussion: Introduction Video in this course. During the first week, the student will record a short video introducing himself/herself to the class. The student should post this in the initial thread. The length of the video is up to the student (but typically 2-4 minutes). Then, the student will post a written response of 200 words to 2 other classmates’ video introductions.

Discussion (4)

Discussions are collaborative learning experiences. Therefore, the student will complete four standard discussions within this course. The content of this course is extensive and will require the student to look at a variety of concepts in a variety of ways. The student will have to think analytically, articulate carefully, and work quickly. Each Discussion will follow the same set of instructions.

For each initial discussion thread, the student will be presented with three sets of questions. The student will choose one set of questions in which to do a “deep dive” answer of at least 400 words. For the replies, the student should respond to his/her peers who responded to each of the other two questions. The student should not be replying to peers who answered the same question as him/her. For example, if the student answers question 1 in his/her thread, his/her 2 replies should be responses to peers who answered question 2 and question 3.

Research Project

For the “Personal Brand Style Guide” assignment each student must create a personal brand style guide. A brand style guide helps brand managers maintain a consistent voice related to a specific brand. The number of pages for each guide will most likely fluctuate between 10-20 pages, depending on how carefully the student presents and articulates his/her information. Although this is a research project, the student is not required to cite information. The research aspect is more directed towards learning how to present this information, as opposed to what to cite within the guide. A specific outline for this project is provided within the assignment instructions in Canvas.

Research Project

For the Research Project: “Mock Company Logo, Mission, Vision, and Mantra statements” assignment each student must present several items (e.g. logo, mission statement, vision statement, and mantra statement) that will help provide the ground work for his/her final assignment. The number of pages should range between 1-2 pages, depending on how carefully the student presents and articulates his/her information. Although this is a research project, the student is not required to cite any information. The research aspect is more directed towards learning how to present this information, as opposed to what to cite within the guide. A specific outline for this project is provided within the assignment instructions in Canvas.

Research Project

The Research Project: “Corporate Brand Style Guide, Media Kit, and RPIE Application Essay” assignment is composed of three parts. First, the student will create a Corporate Brand Style Guide for a mock company. The student will then use that information to create a Media Kit for the same mock company. Finally, the student must articulate how a brand style guide and a media kit can assist PR practitioners in PR campaign development, specifically as he/she utilizes a RPIE approach. The number of pages for the entire assignment will fluctuate between 20- 30 pages, depending on how carefully the student presents and articulates his/her information. Instructions for each of these sections of the final assignment will not be presented in detail within the assignment instructions in Canvas.