- International Fees
International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Course Overview
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.
Domestic fees
$719.53 - $720.78 See individual course offerings below for actual costs.
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 eligible for students to apply for Post-graduation Work Permit (PGWP).
School of Business + Media
- Business Administration (Marketing Option)
Diploma Part-time
- Event Marketing and Management Strategy
Certificate Part-time
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management - Marketing Communications
Associate Certificate Part-time
- Marketing Management - Public Relations
Associate Certificate Part-time
- Media Techniques and Marketing Communications
Certificate Part-time
- Nonprofit Management
Associate Certificate Part-time
Course Offerings
Fall 2025
Below are three offerings of MKTG 3554 for the Fall 2025 term.
CRN 45012
Dates
Sep 08 - Nov 29 Loading
- CRN 45012
- $719.53 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 29 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Keith Hamilton
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Internet delivery format.
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- Please note that the lecture component for this course is asynchronous, not requiring you 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. 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, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name, student ID, course code and CRN.
Status
CRN 41281
Dates
Sep 11 - Nov 27 Loading
- CRN 41281
- $720.78 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 11 - Nov 27 | Thu | 18:00 - 21:00 | Downtown DTC Rm. 376 |
Duration
12 weeks
Instructor
Erica Halvorsen
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- 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. This course is held in-person at the downtown campus on Thursdays at 6:00pm. To be successful in this course, plan to spend 7-10 hours per week on your studies, starting week 1. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name, student ID, course code and CRN.
Status
CRN 43305
Dates
Sep 08 - Nov 29 Loading
- CRN 43305
- $719.53 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 29 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Clay Dube
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Internet delivery format.
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- Please note that the lecture component for this course is asynchronous, not requiring you 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. 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, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name, student ID, course code and CRN.
Status
Programs and courses are subject to change without notice.