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.
- Acceptance into the Bachelor of Business Administration program.
Below is one offering of MKTG 7100 for the Winter 2023 term.
Wed Jan 04 - Sat Apr 15 (15 weeks)
- 15 weeks
- CRN 89542
Class meeting times
|Jan 04 - Apr 15||N/A||N/A||Online|
|Feb 11||Sat||12:00 - 15:00||Burnaby SE06 Rm. 207|
- Departmental approval needed
This course is restricted to students enrolled in the part-time BBA Degree Program, Marketing Option. Registration approval is automatically granted upon acceptance. This online course follows a weekly schedule with posted due dates for assignments and exams. However, lecture content is asynchronous with no weekly face-to-face meetings with the instructor. The midterm will be held at the Burnaby campus on Saturday, February 11.
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
Brand Strategy in the Digital Age (MKTG 7100) is offered as a part of the following programs:
School of Business + Media
- Bachelor of Business Administration
Bachelor of Business Administration Full-time/Part-time
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Programs and courses are subject to change without notice.