Marketing Brand Management – BUSI 438

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 04/05/2022

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.

Rationale

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.

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 the Course Overview.

Discussions (6)

Discussions are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each discussion. Each thread must be at least 250–350 words and demonstrate course-related knowledge. For each thread, students must support their assertions with at least 2 scholarly citations and 1 biblical integration in APA format. In addition to the thread, the student is required to reply to 2 other classmates' threads. Each reply must be 150–200 words and must incorporate at least 1 scholarly citation and 1 biblical integration in APA format.

Integration of Faith and Learning Assignment

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 Assignments (2)

Product Choice Proposal Assignment – choose a consumer product only.

The student will choose a specific consumer product and write a 500-word proposal to gain approval for their course project idea. The proposal must have at least 2 authored research sources (one may be the textbook) and be in current APA format.

Course Project Assignment

Based on the Product Choice Proposal Assignment, the student will perform a brand audit using the provided template. For this assignment, the student will deliver recommendations and current status updates of each topic on the provided template. Recommendations must be based on marketing theories that the student has researched. The paper must be at least 3,000 words, include at least 10 scholarly research sources, with 3 of the sources being from peer-reviewed marketing journals (specifically the Journal of Marketing), and be in current APA format. The title, Executive Summary, Appendix, and reference pages will not be included in the word count. Biblical integration must also be included throughout the paper.

Case Study Paper Assignment

Using the provided template the student will write a 1,500-word research-based paper that focus on the case assigned. The paper must include at least four (4) scholarly research sources, one may include Journal of Marketing article and the Bible, and be in current APA format.

Short Paper Assignment

The student will write a 500-word paper on applying customer relationship marketing to a small community brand chosen by the student. The paper must include at least 1 scripture verse and 2 scholarly authored (the textbook may be 1 of the 2 sources). The paper must be in current APA format, include a cover page and reference page, and use subject headers for organization.

Quiz: Brand Positioning

The quiz will cover Learn material and contains 4 essay questions, is open-book/open-notes, and has a time limit of 70 minutes.