Brand Management – MRKT 670
CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 02/01/2024
Course Description
For information regarding prerequisites for this course, please refer to the Academic Course Catalog.
Rationale
It is imperative that a marketer understands how important brand image is. This includes brand reputation and how, in one word, trust and confidence can be evoked in the consumer’s mind. This course supports the overall marketing curriculum by preparing the future marketer to develop brand loyalty and presence in the marketplace.
Course Assignment
Textbook readings and presentations
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussion
A Discussion is a collaborative learning experience. Therefore, the student will create an original thread in response to the provided prompt for each discussion. The original thread must contain a minimum of 500 words, demonstrate course-related knowledge, and include at least two scholarly references and at least one biblical integration. In addition to the original thread, the student will reply to the threads of at least two classmates. Each reply must contain a minimum of 250 words and contain at least one scholarly reference and at least one biblical integration.
Brand Audit Proposal Assignment
The student will write a proposal of at least 500 words on his or her chosen consumer brand. The proposal must follow the provided template, be in the 7th Edition APA format, and include a reference list with at least three scholarly references (one of the sources may be your course textbook). This is the first step of the Brand Audit Final Report Assignment.
Case Study Assignments (2)
The first Case Study will be focused on a company selected by the student from any industry. The second Case Study will be focused on a company selected by the student from the fast-food industry and must not be the same company selected by the student in the first Case Study. For each Case Study, the student will write a research-based paper of at least 2,000 words that focuses on the selected company brand. Each paper must be in the 7th Edition APA format and include at least four authored scholarly references in addition to the course textbook and the Bible.
Integration of Faith & Learning Assignment
The student will write a paper of at least 500 words demonstrating course-related knowledge of brand management for the assigned organizational brand. The paper must be in the 7th Edition APA format and include at least one biblical integration and at least two scholarly references, one of which may be the course textbook.
Brand Audit Final Report Assignment
The student will write a report of at least 2,000 words that focuses on his or her chosen brand. The report must follow the provided template, be in the 7th Edition APA format, and include at least 10 scholarly references (including the course textbook), with five of the references being from marketing journals.
Essay Written Assignments (4)
The student will complete four Essay Written Assignments during the course. Each Essay Written Assignment will contain a choice of questions based on the reading assignments from the previous week and the current week of the course. The student will select only one of the questions to write the Essay response of a minimum of 1,000 words. The essay must be written in 7th Edition APA format and include a reference list with at least three scholarly references outside of the course textbook.
