British Columbia Institute of

Important Notice: COVID-19 Institute response


MKTG 3406 - Brand Innovation and Development

Marketing Management Part-time Studies Course

School of Business + Media

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

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. It begins with understanding brand users and how they co-create brand meaning to shape products and systems. Building and maintaining a brand position while managing growth or refreshing a brand to enhance consistency and relevance are also explored.


Prior knowledge of branding basics recommended.





Fall 2021

Below is one offering of this course for the Fall 2021 term.

CRN 48277

Sat Sep 11 - Sat Dec 04 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 11 - Dec 04 Sat 09:30 - 12:30 Online


Donna Serviss

Course Outline




  1. Internet delivery format.
  2. 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. 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. No class on October 9th – Thanksgiving long weekend
  3. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

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

In Progress

Learning Outcomes

Upon successful completion of this course the student will be able to:

  • Apply essential elements of brand innovation and development – understanding brand equity, building the internal case, developing the brand position, validating and tracking results.
  • Understand the four authors of brand meaning – customers, the organization, pop culture and influencers.
  • Discuss the evolution of brand strategies.
  • Describe the role of research, balanced with instinctive, entrepreneurial approaches to innovation.
  • Identify and evaluate brand touchpoints, behavior and marketplace traction.
  • Develop a written report and presentation using the concepts of brand innovation and development for a new product, brand, service or experience.
  • Identify and assess key issues of brand consistency vs. relevance, internal and external brand launches, ethics and brand crises.
  • Apply the key principles involved in evaluating, revitalizing and refreshing brands.

Effective as of Fall 2021

Related Programs

MKTG 3406 is offered as a part of the following programs:

School of Business + Media

  1. Business Administration (Marketing Option)
    Part-time   Diploma
  2. Global Business Studies
    Part-time   Associate Certificate
  3. Marketing Management
    Part-time   Certificate
  4. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  5. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  6. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate
  7. Tourism and Hospitality
    Part-time   Associate Certificate


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