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
$639.48 - $660.17 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.
Status
This course offering is in progress. Please check back next term or subscribe to receive email updates.
In Progress
Winter 2020
Below are two offerings of this course for the Winter 2020 term.
This course offering is full. Please check back next term or subscribe to receive email updates.
Full
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.
Registration is now open for the Winter 2020 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.