Oct 02, 2023  
2018 - 2019 Saint Joseph’s College Online Catalog 
2018 - 2019 Saint Joseph’s College Online Catalog [Archived Catalog]

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MK 410 - Branding

This course is designed to help students understand and manage key elements of a strong brand strategy. Through engaging discussions and thoughtful reading, students will develop an understanding of brand management and the myriad of factors that contribute to building and sustaining brand equity. Supported by timely and relevant journal articles and textbooks, students will have a sound understanding of what is involved when analyzing all aspects of a brand and what goes into developing a strategic plan to build brand equity. Effective brand management is a result of several major factors, among them the four critical elements of a brand and analytical approach, all of which will be explored throughout the course.

Prerequisites & Notes

Assignment Overview
  • Assignments: 5 Units
  • Interactivity: Discussion Board
  • Final Assessment: Final Project

Course Learning Objectives
Upon completion of this course, you should be able to do the following:

  • Describe the main branding challenges and opportunities
  • Understand the importance of a personal brand
  • Recognize the strongest brands today and what elements makes them strong
  • Identify the key components of brand positioning
  • Specify the four steps of building a brand
  • Examine the brand value chain
  • Illustrate the brand equity concept
  • Recognize what goes into a successful brand marketing program
  • Define key components of brand architecture
  • Summarize how consumers evaluate extensions and how extensions contribute to parent brand equity
  • Understand Susan Fournier’s typology of consumer-brand relationships

Credits: 3 credits

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