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Brand Strategy MKTG 3554

Marketing Management Course

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International Fees

International fees are typically three times the amount of domestic fees. Exact cost will be calculated upon completion of registration.

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.​

Prerequisite(s)

Credits

3.0

Domestic fees

$691.34 - $718.45 See individual course offerings below for actual costs.

Course offerings

Spring/Summer 2024

Below are two offerings of MKTG 3554 for the Spring/Summer 2024 term.

CRN 68215

Duration

Mon Apr 08 - Sat Jun 29 (12 weeks)

  • 12 weeks
  • CRN 68215
  • Domestic fees $691.34
    International fees are typically three times the amount of domestic fees.
Class meeting times
Dates Days Times Locations
Apr 08 - Jun 29 N/A N/A Online
Instructor

Clay Dube

Course outline

View

Domestic fees

$691.34

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. International fees are typically three times the amount of domestic fees. Exact cost will be calculated upon completion of registration.
  4. 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. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf 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, starting Week 1.
Status

In Progress

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

CRN 64687

Duration

Tue Apr 09 - Tue Jun 25 (12 weeks)

  • 12 weeks
  • CRN 64687
  • Domestic fees $718.45
    International fees are typically three times the amount of domestic fees.
Class meeting times
Dates Days Times Locations
Apr 09 - Jun 25 Tue 17:30 - 20:30 Downtown DTC Rm. 685
Instructor

Keith Hamilton

Course outline

View

Domestic fees

$718.45

Important information
  1. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  2. International fees are typically three times the amount of domestic fees. Exact cost will be calculated upon completion of registration.
  3. TStudents are permitted to register up until the first week without approval. This is not a self-paced course. You will be expected to be available and online on the posted days and times shown on your registration schedule. 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.
Status

In Progress and Full

This course offering is in progress and full. 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:

  • Indicates programs accepting international students.
  • Indicates programs with a co-op option.

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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