Marketing Brand Management – BUSI 438

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 10/27/2020

Course Description

Students will learn how an organization’s brand provides a broad definition of its purpose, uniqueness, and its package of products and services. Course topics include channel development, merchandising, marketing, and establishing and delivering the brand promise.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


This course provides the student with an understanding of brand management in the field of marketing. Today’s marketing professional needs to be able to build and manage his or her brand. Focus is placed on building a brand that will last over time with the proper positioning in the marketplace. For older brands, a look at how to keep the brand relevant in a contemporary world will be applied.


Measurable Learning Outcomes

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

  1. Interrelate the concepts of effective brand management with observable organizations that have been successful and have failed in their brand management efforts. (Program Learning Outcomes 1, 2, 3, and 4, Emphasized)
  2. Design a marketing brand management strategy that will lead to optimum brand equity for an established organization. (Program Learning Outcomes 2, 3, and 4, Emphasized)
  3. Design a brand equity measurement system that could be used by the selected organization to track the effectiveness of the proposed brand management strategy. (Program Learning Outcomes 2, 3, and 4, Emphasized)
  4. Integrate a Christian worldview within the field of marketing brand management. (Program Learning Outcomes 1 and 3, Reinforced)


Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (5)

Discussion boards are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each forum – the initial thread is due on Thursday. Each thread must be 250–350 words, demonstrate course-related knowledge, and include at least 2 scholarly research sources and at least 1 biblical integration. In addition to the thread, the student will reply to the threads of at least 2 classmates. Each reply must be 150–200 words and include at least 1 scholarly research source and at least 1 biblical integration.

Integration of Faith and Learning Paper

The student will write a paper that is at least 500 words, demonstrates course-related knowledge, and includes biblical integration. The paper must include at least 1 scripture verse and at least 2 scholarly authored research sources (the textbook may be 1 of the 2 sources), and must be in current APA format.

Brand Paper

Case Study Paper

Week Three - The student will write 1 research-based paper that focus on the case assigned. Each paper must be at least 1,500 words, include at least 4 authored scholarly research sources in addition to the course textbook and the Bible, and be in current APA format.

Short Paper

Week Five – The student will write a 500-words minimum paper on applying customer relationship marketing to a small community brand chosen by the student.

Quizzes (2)

There will be two quizzes which will cover the Reading & Study material for the modules/weeks in which it is assigned. Each quiz will be open-book/open-notes. The first quiz in Module Two includes 15 true & false and/or multiple choice questions and is worth 75 points. The second quiz in Module Six has four essay questions and is worth 100 points.