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.
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.
This course is restricted to students enrolled in the part-time BBA Marketing Brand Management and Consumer Insights Option. Registration approval is automatically granted upon acceptance into the program. This is an online course, but the midterm exam will be held at the Burnaby campus on Saturday, October 9. Please note this is the Saturday of the Thanksgiving long weekend.
This course offering is in progress. Please check back next term or subscribe to receive email updates.
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
MKTG 7100 is offered as a part of the following programs:
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