Course details
This course will provide insight into the strategies behind successful brands. The focus will be on analyzing company, industry, consumer and competitive information to provide a sound foundation for developing a brand strategy. Additionally, students will learn the components of branding and how to use brand development tools. Students will learn how to position and brand products and services in order to prevent them from being turned into commodities and understand that all marketing campaigns serve the larger mission of developing a brand.
Credits
3.0
Cost
$665.22 - $665.64 See individual course offerings below for actual costs.
Course offerings
Fall 2022
Below are two offerings of MKTG 3554 for the Fall 2022 term.
CRN 43305
Duration
Tue Sep 06 - Sat Nov 26 (12 weeks)
- 12 weeks
- CRN 43305
- $665.22
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 06 - Nov 26 | N/A | N/A | Online |
Instructor
Erica Halvorsen
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Cost
$665.22
Important information
- Internet delivery format.
-
Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more of it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Status
CRN 41281
Duration
Thu Sep 08 - Thu Nov 24 (12 weeks)
- 12 weeks
- CRN 41281
- $665.64
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 24 | Thu | 17:30 - 20:30 | Downtown DTC Rm. 652 |
Instructor
Erica Halvorsen
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Cost
$665.64
Important information
-
This class will be held in a BYOD (Bring Your Own Device) classroom. Students must supply their own devices. Plug in outlets will be provided at each station. Please ensure you bring a laptop or device to every class.
Status
Learning Outcomes
Upon successful completion of the course, the student will be able to:
- Discuss the larger context within which brands operate.
- Analyze company, industry, consumer and competitive information to uncover consumer insights.
- Analyze the role of branding in building customer relationships in the digital marketing era.
- Understand the intricacies of consumer behaviour and the role of branding in creating emotional connections to businesses, products and services.
- Define brand equity and how it drives the success or failure of a business.
- Construct channel agnostic brand strategies.
- Discuss that all marketing campaigns exist within the broader context of the brand.
- Conduct an effective brand equity or customer-based brand equity analysis for an industry client using a variety of branding tools and frameworks.
- Assess existing brand positioning in a category, and systematically identify opportunities and threats for future positioning scenarios.
- Prepare a final report that uses brand strategy to solve a real-world business problem.
- Develop team collaboration skills.
- Develop strong written and oral presentation skills.
Effective as of Fall 2022
Related Programs
Brand Strategy (MKTG 3554) is offered as a part of the following programs:
School of Business + Media
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management (Professional Sales Option)
Certificate Part-time
- Marketing Management - Customer Relationship Marketing
Associate Certificate Part-time
- Marketing Management - Entrepreneurship
Associate Certificate Part-time
- Marketing Management - Event Marketing
Associate Certificate Part-time
- Marketing Management - Marketing Communications
Associate Certificate Part-time
- Marketing Management - Public Relations
Associate Certificate Part-time
- Marketing Management - Retail Marketing Management
Associate Certificate Part-time
- Media Techniques and Marketing Communications
Certificate Part-time
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Programs and courses are subject to change without notice.