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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

$498.40

Spring/Summer 2018

Below is one offering of this course for the Spring/Summer 2018 term.

CRN 64767

Mon Apr 09 - Mon Jul 09 12 Weeks

Class Meeting Times

Dates Days Times Locations
Apr 09 - Jul 09 Mon 17:30 - 20:30 DTC Rm. 688

Instructor

Donna Serviss

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$498.40

Notes

  1. No Class on May 21 (Victoria Day), and July 2 (Canada Day) due to stat holidays

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 - Sales Skills
    Part-time   Associate Certificate
  9. Marketing Management - Tourism Management
    Part-time   Associate Certificate
  10. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate

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