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.
A portion of seats are temporarily held for domestic students.
International students: this may impact your ability to register.
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Status
14 seats available as of Feb 24, 2020 2:07 pm (PST). These seats are currently reserved for domestic students only. Availability may change at any time.
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:
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Registration is now open for the Spring/Summer 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.