BCIT is planning for a substantial return to on-campus activity for the fall 2021 term as informed by BC Public Health Officer guidelines. Refer to each course listing for details.
Course Details
What’s behind the brand? This course is designed to provide students with an understanding of the role of branding in marketing all kinds of organizations, goods, services, and ideas. Analysis of contemporary branding strategies and their application online and offline will be explored. Students will create and present a brand proposition and strategic plan for an organization.
Credits
3.0
Cost
$652.11 - $677.51 See individual course offerings below for actual costs.
Please be advised that the textbook for this section is as follows: Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5th Edition, Alina Wheeler, Debbie Millman. No class held on September 30th - Day for Truth and Reconciliation & November 11th - Remembrance Day. This is not a self-paced course – it is online synchronous delivery. 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. Please check the following link to ensure you meet the computer requirements for the class. https://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.
Important course information will be sent to you prior to your course start
date. Check your myBCIT email account to
access this information.
Status
This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.
In Progress
Winter 2022
Below are two offerings of this course for the Winter 2022 term.
Students are permitted to register up until the first week without approval. To be successful in this 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.
Students are permitted to register up until the first week without approval. 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. No class held on February 21st - Family Day
Status
Learning Outcomes
Upon successful completion of this course, the student will be able to.
Explain the importance and function of branding in all types of organizations, both large and small businesses, including consumer goods, services, B2B brands, government social marketing programs, and non-profit organizations.
Understand the history of branding and how branding has come to play such a powerful role in marketing.
Analyze the role of branding in building customer relationships in the digital marketing era.
Understand the intricacies of consumer behavior 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.
Understand the role of brand positioning in strategic competitive differentiation.
Discuss the impact of branding from a sociological and ethical perspective.
Evaluate brand case studies in the context of current branding trends and changes in the marketplace.
Assess the elements of an effective brand and describe how brands are implemented and communicated to target audiences.
Effective as of Fall 2014
Related Programs
MKTG 1554 is offered as a part of the following programs:
Interested in being notified about future offerings of MKTG 1554 - Fundamentals of Branding?
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Registration is now open for the Winter 2022 term.
Classroom Locations
Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at www.bcit.ca/rooms on the first day of any course you are registered for.