Prior to the final thesis course, students will participate in a series of workshops that address various aspects of practice and theory, and will explore areas such as the adaptation of cultural values to the brand, the maintenance of brand integrity, global design strategies and brand relevance to target markets. Where applicable, case studies will supplement workshop topics.
Thesis Class: Creating Brands, Identity and Experiences
The summer semester of the program will be entirely focused on the development and creation of a real world brand. It will continue to investigate the challenge of bringing to market elegant, innovative and efficient solutions targeted to strong customer needs. The course is structured around the following innovation process: opportunity identification, idea generation, design, testing and launch. The final product of this class and the MPS in Branding will be the successful launch of a brand, either with an existing organization or as a solo proprietor.