BUSI 438 Marketing Brand Management

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.

Textbook readings and lecture presentations

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Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (3)

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 words and demonstrate course-related knowledge. For each thread, the student 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 words and must incorporate at least 1 scholarly citation and 1 biblical integration in APA format.

Brand Identity Case Study Assignment

The student will write a comparative brand identity case study analyzing 2 brands from the same industry, chosen from a provided list of pairs. The student will evaluate each brand’s identity elements, including logo design, color psychology, consistency across touchpoints, and brand positioning, using research-based principles and a minimum of 3 scholarly sources published within the last 5 years.

Faith-Based Brand Positioning Pitch Assignment

The student will create a 5–8-minute video presentation pitching to a company’s board of directors how their brand can authentically integrate Christian principles into its positioning strategy. The student will choose 1 company from a provided list and apply Dawar and Bagga’s brand strategy framework to show how values like stewardship, integrity, service, and human dignity can serve as genuine differentiators that create market value. 

Brand Equity Dashboard Assignment

The student will create a brand equity measurement system for the fictional company presented in a case study, selecting 8 of the 15 provided metrics and designing a 1-page visual dashboard. The student will write a 2-page rationale explaining why they chose those specific metrics and how they measure brand equity, applying concepts from Reichheld’s frameworks on customer loyalty and the Net Promoter Score.

Customer Segment Conflict Analysis Assignment

The student will write a 2–3-page executive memo analyzing a brand extension scenario by selecting 1 brand from a provided list and evaluating potential conflicts between existing and new customer segments. The student will apply Wilson and Hamilton’s customer segment relationship framework to classify the relationship type, identify potential conflicts (functional brand image, user identity, or ideological), and assess risks to brand equity. The memo will contain recommendations on whether to proceed with the extension, along with specific tactics to minimize any identified conflicts.

Social Media Campaign Strategy Presentation Assignment

The student will design a 12–15-slide PowerPoint presentation developing a comprehensive social media campaign strategy for the same brand extension analyzed in the Customer Segment Conflict Analysis Assignment. The student will create a campaign that demonstrates how to enter a new market while protecting brand identity, including platform selection, cultural engagement strategies, content pillars, 3–5 social media post mockups, and word-of-mouth amplification tactics. The presentation will focus on turning customers into advocates through authentic cultural relevance rather than superficial engagement metrics.

The student will collaborate with an AI tool to develop a brand management strategy for an established company facing contemporary challenges, using a minimum of 5 documented prompts that apply the Four P’s of AI’s Brand Impact framework. The student will create a comparison table showing AI-generated strategy elements alongside human-refined versions, then write a 2-page reflection analyzing where AI excels in strategy development and where human insight, creativity, and judgment remain irreplaceable. The assignment will allow the student to demonstrate their ability to leverage AI as a collaborative tool while maintaining their unique value as a strategic thinker.

The student will apply brand management concepts learned throughout the course to their own professional development by conducting a personal brand audit and creating a repositioning strategy aligned with their career goals. The student will analyze their current professional presence across platforms, assess their personal brand equity using course frameworks, and develop a 150–200-word positioning statement that articulates who they are professionally and what makes them unique. The reflection should integrate Scripture passages that inform brand values and professional purpose.