Brand Management – MRKT 670

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

Students will analyze the function of brand management as it relates to marketing strategy and decisions. Students will study brand concepts in areas of: building sustainable brands, brand equity and brand management strategies.

Prerequisites

BUSI 520 and BUSI 612

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.

Measurable Learning Outcomes

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

  1. Integrate a biblical worldview within marketing brand management.
  2. Evaluate brand concepts as they relate to brand equity and effective brand management.
  3. Analyze the role of brand management as it relates to marketing strategy and decision making.

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 Module/Week 1.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each forum. Each thread must be 500–750 words, demonstrate course-related knowledge, and include at least 2 scholarly references 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 250–300 words and contain at least 1 scholarly references and at least 1 biblical integration.

Brand Audit: Proposal

The student will write a proposal of at least 500-to-600 words (do not exceed 600-words) on his or her chosen consumer brand. The proposal must be in current APA format and include a reference list with at least 5 scholarly references (one of the sources may be your course textbook). This is the start of your Week Seven Brand Audit: Course Project – content may be reused if it is perfect.

Case Studies (2)

For each Case Study, the student will write a research-based paper of at least 2,000 words that focuses on the cases assigned. Each paper must be in current APA format and include at least 4 authored scholarly references in addition to the course textbook and the Bible.

Integration of Faith and Learning Paper

The student will write a paper of at least 500 words demonstrating course-related knowledge of brand management. The paper must be in current APA format and include at least 1 biblical integration and at least 2 scholarly references, 1 of which may be the course textbook.

Brand Audit: Course Project

The student will write a paper of at least 2,500 words that focuses on his or her chosen brand. The paper must follow the provided template, be in current APA format, and include at least 10 scholarly references (including the course textbook), with 5 of the references being from marketing journals.

Exams (4)

The student will complete four exams during the semester. Each exam will be open-book/open-notes, contain 25 multiple-choice and true/false questions, and have a time limit of 90 minutes. Exams will self-submit at the 90-minute timer so it is up to the student to watch their time closely. Each exam is worth 50 points.