British Columbia Institute of

Important Notice: COVID-19 Institute response


MKTG 7100 - Brand Strategy in the Digital Age

Marketing Management Part-time Studies Course

School of Business + Media

BCIT is planning for a substantial return to on-campus activity for the Winter 2022 term as informed by BC Provincial Health Officer guidelines. Refer to each course listing for details.

Course Details

At the core of every great business is a great brand. In this course, students will learn how to break down and analyze the elements of a great brand and then utilize the tools to build them. Students will learn how to position and brand products and services in order to prevent them from being turned into commodities, with the understanding that all marketing communications campaigns serve the larger mission of developing a brand. Brand managers face many challenges including how to use brand architecture to develop strategic direction, and how to develop value propositions that resonate with key audiences. The complexity of these challenges has been exacerbated through the digitization of consumer communication. The goal of this course is to provide concepts, models, methods, and role models that will help address these challenges and position brand managers to keep pace with rapidly advancing technology.


​Acceptance into the Bachelor of Business Administration Degree program.





Winter 2022

Below is one offering of this course for the Winter 2022 term.

CRN 89542

Tue Jan 04 - Sat Apr 16 15 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 04 - Apr 16 Online
Feb 12 Sat 12:00 - 15:00 BBY SE06 Rm. 207


Danielle Wilson

Course Outline




  1. Departmental approval needed
  2. This course is restricted to students enrolled in the part-time BBA, Marketing Option. Registration is automatically granted upon acceptance into the program. This is an online asynchronous course with no weekly face-to-face with the instructor. The midterm will be held at the Burnaby campus on Saturday, February 12 at 12:00.

This course offering is in progress and full. Please check back next term, subscribe to receive email updates or contact us with your comments or questions.

In Progress and Full

Learning Outcomes

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

  • Communicate the basics of what makes a brand digitally competent and robust.
  • Explain how to have a vision for how each actively-managed brand should be perceived by its target audience and design unique value propositions.
  • Develop competency with brand development tools to create brand-building strategies.
  • Use brand culture, brand dynamics, and brand resonance tools.
  • Differentiate between brand culture, brand dynamics, and brand resonance and explain each of their roles in creating valuable brand equity.
  • Explain the difference between functional and experiential brands and the steps involved in moving brands along that continuum.
  • Analyze the factors involved in knowing when to stretch an existing brand, when to employ a new brand, when to use sub-brands, and when to use endorsed brands.
  • Describe the different approaches to brand valuation, including brand equity.
  • Prepare a final report that uses brand and campaign strategy to solve a real-world business problem.
  • Demonstrate team collaboration skills.
  • Demonstrate strong written and oral presentation skills.

Effective as of Fall 2021

Related Programs

MKTG 7100 is offered as a part of the following programs:

School of Business + Media

  1. Bachelor of Business Administration
    Full-time/Part-time   Bachelor of Business Administration

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