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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.​






Course offerings

Winter 2023

Below is one offering of MKTG 3554 for the Winter 2023 term.

CRN 83051


Wed Jan 04 - Sat Mar 25 (12 weeks)

  • 12 weeks
  • CRN 83051
  • $665.22
Class meeting times
Dates Days Times Locations
Jan 04 - Mar 25 N/A N/A Online

Clay Dube

Course outline




Important information
  1. Internet delivery format.
  2. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  3. Students are permitted to register up until the first week without approval. Please note that the lecture component for this course is asynchronous; you are not required to meet each 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 for a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.

In Progress

This course offering is in progress. Please check back next term or subscribe to receive email updates.

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

  1. Business Administration (Marketing Option)
    Diploma Part-time
  2. Marketing Management
    Certificate Part-time
  3. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  4. Marketing Management (Professional Sales Option)
    Certificate Part-time
  5. Marketing Management - Customer Relationship Marketing
    Associate Certificate Part-time
  6. Marketing Management - Entrepreneurship
    Associate Certificate Part-time
  7. Marketing Management - Event Marketing
    Associate Certificate Part-time
  8. Marketing Management - Marketing Communications
    Associate Certificate Part-time
  9. Marketing Management - Public Relations
    Associate Certificate Part-time
  10. Marketing Management - Retail Marketing Management
    Associate Certificate Part-time
  11. Marketing Management - Sales Skills
    Associate Certificate Part-time
  12. Media Techniques and Marketing Communications
    Certificate Part-time
  13. Nonprofit Management
    Associate Certificate Part-time


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