British Columbia Institute of


MKTG 1554 - Fundamentals of Branding

Marketing Management Part-time Studies Course

School of Business

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.





Fall 2019

Below is one offering of this course for the Fall 2019 term.

CRN 42061

Wed Sep 11 - Wed Nov 27 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 11 - Nov 27 Wed 17:30 - 20:30 DTC Rm. 635


Erica Halvorsen

Course Outline

TBD – see Learning Outcomes in the interim



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


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:

School of Business

  1. Marketing Management
    Part-time   Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management - Customer Relationship Marketing
    Part-time   Associate Certificate
  4. Marketing Management - Entrepreneurship
    Part-time   Associate Certificate
  5. Marketing Management - Event Marketing
    Part-time/Distance & Online Learning   Associate Certificate
  6. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate
  7. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  8. Marketing Management - Retail Marketing Management
    Part-time/Distance & Online Learning   Associate Certificate
  9. Marketing Management - Sales Skills
    Part-time   Associate Certificate
  10. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate

Books & Supplies

The BCIT bookstore carries textbooks, general reference books, software, and stationery. Please visit for more information.

Fall 2019

Books for Fall 2019 offerings of this course are available in the following BCIT online bookstores. Please choose the bookstore appropriate for the offering you are considering.

BCIT Downtown Campus Bookstore

If you are taking this course at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Downtown Campus Bookstore.

Image not available
Fundamentals Of Branding (Pearson Custom)
Author Halvorsen
Copyright 2014
Binding Paperback
ISBN 978-1-26978-779-6
Price $114.95


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