MKTG 3406 - Brand Innovation and Development
Part-time Studies Course
Inspiration, intuition and innovation. What is your brand culture? How is it represented and to whom? Brand Innovation and Development examines the critical steps and expertise involved in developing and presenting a successful brand, product, service or experience from concept to delivery. Creative modelling will be used to explore how to excite a market with innovative new brands or the re-launching of existing products in competitive market segments.
Prior knowledge of branding basics recommended.
Below is one offering of this course for the Fall 2018 term.
Mon Sep 10 - Mon Dec 03
Class Meeting Times
Sep 10 - Dec 03
17:30 - 20:30
No Class on October 8 due to stat holiday.
This course offering is in progress and full. Please check back next term or
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In Progress and Full
Upon successful completion of this course the student will be able to:
Apply essential elements of brand innovation and development – idea generation, idea screening, differentiation, collaboration, modeling, validation and business analysis.
Develop brand strategies that are compelling to key stakeholders.
Discuss the evolution of a brand strategy.
Describe the role of research balanced with instinctive, entrepreneurial approaches to innovation.
Understand brand touchpoints, behavior and marketplace traction.
Prepare a report evaluating a new product, brand, service or experience.
Identify key issues in regard to prototyping, test marketing, and rollout stages of the new product, brand, service or experience.
Explain key principles involved in re-evaluating and repositioning existing products, brands, services or experiences.
Effective as of Spring/Summer 2015
Books & Supplies
The BCIT bookstore carries textbooks, general reference books, software, and
stationery. Please visit
bcit.ca/bookstore for more
Books for Fall 2018 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.
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