Course Overview
At the core of every great business is a great brand. In this course, students will learn how to break down and analyze the elements of a great brand and then utilize the tools to build them. Students will learn how to position and brand products and services in order to prevent them from being turned into commodities, with the understanding that all marketing communications campaigns serve the larger mission of developing a brand. Brand managers face many challenges including how to use brand architecture to develop strategic direction, and how to develop value propositions that resonate with key audiences. The complexity of these challenges has been exacerbated through the digitization of consumer communication. The goal of this course is to provide concepts, models, methods, and role models that will help address these challenges and position brand managers to keep pace with rapidly advancing technology.
Prerequisite(s)
- Acceptance into the Bachelor of Business Administration program.
Credits
3.0
Domestic fees
$817.50
International fees are typically 3.4 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Communicate the basics of what makes a brand digitally competent and robust.
- Explain how to have a vision for how each actively-managed brand should be perceived by its target audience and design unique value propositions.
- Develop competency with brand development tools to create brand-building strategies.
- Use brand culture, brand dynamics, and brand resonance tools.
- Differentiate between brand culture, brand dynamics, and brand resonance and explain each of their roles in creating valuable brand equity.
- Explain the difference between functional and experiential brands and the steps involved in moving brands along that continuum.
- Analyze the factors involved in knowing when to stretch an existing brand, when to employ a new brand, when to use sub-brands, and when to use endorsed brands.
- Describe the different approaches to brand valuation, including brand equity.
- Prepare a final report that uses brand and campaign strategy to solve a real-world business problem.
- Demonstrate team collaboration skills.
- Demonstrate strong written and oral presentation skills.
Effective as of Fall 2021
Related Programs
Brand Strategy in the Digital Age (MKTG 7100) is offered as a part of the following programs:
- Indicates programs accepting international students.
- Indicates programs eligible for students to apply for Post-graduation Work Permit (PGWP).
School of Business + Media
- Bachelor of Business Administration
Bachelor of Business Administration Full-time/Part-time
Course Offerings
Fall 2026
Below is one offering of MKTG 7100 for the Fall 2026 term.
CRN 52770
Dates
Sep 08 - Dec 14 Loading
- CRN 52770
- $817.50 Domestic fees
Class meeting times
Duration
15 weeks
Instructor
Eiman Abadi
Course outline
Registration requirements
Departmental approval is required to register for this course offering. You must have approval from the department to register. Students accepted into a program can register directly.
Important information
- Enrolment is restricted to students accepted into the Flexible Learning (formerly Part-Time) BBA Degree Program, Option 2 – Marketing Brand Management and Consumer Insights. Registration approval is automatically given upon acceptance into the program. This is an online course with no weekly face-to-face with the instructor at a given time. Assignments will have specific due dates, and the midterm and final will be held at the Burnaby campus on the dates listed above.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
No approval yet? Request approval You must have approval from the department to register. Students accepted into a program can register directly.
Status
If you have any questions about this course, please contact us.
Winter 2027
Below is one offering of MKTG 7100 for the Winter 2027 term.
CRN 89542
Dates
Jan 04 - Apr 17 Loading
- CRN 89542
- $817.50 Domestic fees
Class meeting times
Duration
15 weeks
Instructor
Eiman Abadi
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Registration requirements
Departmental approval is required to register for this course offering. You must have approval from the department to register. Students accepted into a program can register directly.
Important information
- This course is restricted to students enrolled in the Flexible Learning (formerly Part-Time) BBA Degree Program - Option 2 Marketing Brand Management and Consumer Insights. Registration approval is automatically granted upon acceptance into the program. This is an online course with no weekly face-to-face with the instructor at a given time. Assignments will have specific due dates, and exams will be held at the Burnaby campus on the dates listed above.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
No approval yet? Request approval You must have approval from the department to register. Students accepted into a program can register directly.
Status
If you have any questions about this course, please contact us.
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.