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Brand Strategy in the Digital Age MKTG 7100

Marketing Management Part-time Studies Course

Course details

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

Cost

$740.27

Course offerings

Fall 2022

Below is one offering of MKTG 7100 for the Fall 2022 term.

CRN 48604

Duration

Tue Sep 06 - Sat Dec 17 (15 weeks)

  • 15 weeks
  • CRN 48604
  • $740.27
Class meeting times
Dates Days Times Locations
Sep 06 - Dec 17 N/A N/A Online
Oct 22 Sat 12:00 - 15:00 Online SE06 Rm. 109
Instructor

Danielle Wilson

Course outline

Course outline TBD — see Learning Outcomes in the interim.

Credits

3

Cost

$740.27

Important information
  1. Departmental approval needed
  2. This course is restricted to students enrolled in the part-time BBA Marketing Brand Management and Consumer Insights Option. Registration approval is automatically granted upon acceptance into the program. This is an online course, but the midterm exam will be held at the Burnaby campus on Saturday, October 22nd.
Status

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:

School of Business + Media

  1. Bachelor of Business Administration
    Bachelor of Business Administration Full-time/Part-time

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  • Privacy Notice: The information you provide will be used to respond your request for BCIT course information and is collected under Section 26(c) of the Freedom of Information and Protection of Privacy Act (FIPPA). For more information about BCIT’s privacy practices contact: Associate Director, Privacy, Information Access & Policy Management, British Columbia Institute of Technology, 3700 Willingdon Ave. Burnaby, BC V5A 3H2, email: privacy@bcit.ca.