Program Highlights

San Jose State University Professional Development Electronic Commerce Management (ECM) Certificate Program

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On-Line Brand Building (CTGE 443J)

NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program

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On-Line Brand Building (CTGE 443J)


Branding is much more than a logo or an online advertisement. In today's saturated and competitive Internet environment, branding is about building mind share with all of your company's constituencies - not just customers, but also partners, vendors and the press. The Internet opens up a new communication method with users.

Brand building is the path to market share on the Internet. Online branding and brand management have become concerns not just for Internet designers and developers, but for anyone who manages or creates brands, including marketing, communications and e-commerce executives. In this course you learn specific strategies for building new online brands and extending existing brands on the Web. Topics include:

  • Online brand case studies
  • How to develop and manage an online brand strategy
  • Developing a co-branding strategy
  • The secrets of online merchandising
  • How to build a 'sticky' brand
  • Redesigning, or updating, an existing brand
  • Documenting your strategy
  • How to pace brand evolution

Activities include: examining several case studies, reviewing and critiquing example Web sites and learning how to articulate what defines an online brand.

Reading materials: short articles are reviewed in class.

Prerequsites: At least 3 years of business experience, significant access to the web for both e-mail and surfing, desire to understand the strategic aspects of branding. e-commerce management resource from

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