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MKTG 3406 - Brand Innovation and Development

Marketing Management Part-time Studies Course

School of Business

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. 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.

Prerequisite(s)

Prior knowledge of branding basics recommended.

Credits

3.0

Cost

$498.95

Fall 2018

Below is one offering of this course for the Fall 2018 term.

CRN 37330

Mon Sep 10 - Mon Dec 03 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 10 - Dec 03 Mon 17:30 - 20:30 DTC Rm. 481

Instructor

Donna Serviss

Course Outline

Cost

$498.95

Notes

  1. No Class on October 8 due to stat holiday.

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:

  • 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

Related Programs

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

School of Business

  1. Business Administration (Marketing Option)
    Part-time   Diploma
  2. Marketing Management
    Part-time   Certificate
  3. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  4. Marketing Management (Professional Sales Option)
    Part-time   Certificate
  5. Marketing Management (Tourism Management Option)
    Part-time   Certificate
  6. Marketing Management - Entrepreneurship
    Part-time   Associate Certificate
  7. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  8. Marketing Management - Tourism Management
    Part-time   Associate Certificate
  9. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate

Books & Supplies

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

Fall 2018

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.

Image not available
Rethinking Prestige Branding
Author Schaefer
Copyright 2015
Binding Paperback
ISBN 978-0-74947-003-6
Price $45.95
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