JOUR1918

From Amazon to Zappos, companies around the world increasingly are engaging in brand activism and advocacy as a way to enhance their brand image, recruit and retain employees, and enact change. In this course, students will ask and answer four questions about brand activism and advocacy as a form of strategic communication: What are the different ways that corporations use brand activism/advocacy messages to influence the public sphere? What are the various outcomes, for companies and society, that may occur as a result of brand activism/advocacy messaging? Why do companies engage in brand activism/advocacy communication? What are ethical concerns that may be raised by brand activism/advocacy?

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