Brand Management – MRKT 670

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 05/26/2022

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.

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.

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 the Course Overview.

Discussions (4)

Discussions are collaborative learning experiences. Therefore, the student will create an original thread in response to the provided prompt for each assignment. Each original 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 original 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 Assignment

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 7th 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 start of your Module Seven Brand Audit Final Report Assignment – content may be reused if it is perfect.

Case Study Assignments (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 7th APA format and include at least 4 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. The paper must be in 7th 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 Final Report Assignment

The student will write a report of at least 2,500 words that focuses on his or her chosen brand. The report must follow the provided template, be in 7th APA format, and include at least 10 scholarly references (including the course textbook), with 5 of the references being from marketing journals.

Quizzes (4)

The student will complete four quizzes during the semester. Each quiz will be open-book/open-notes. The quizzes will contain 25 multiple-choice and/or true or false questions worth two points each. Students will have a time limit of 90 minutes.  Unless students have been given time extensions through the ODAS office, one point for every minute or portion thereof over the 90-minute limit will result in a one-point deduction. Each quiz is worth 50 points.