BMK710 - Brand Strategy I

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Last revision date May 25, 2020 12:23:04 AM
Last review date Aug 3, 2020 12:15:03 AM

Subject Title
Brand Strategy I

Subject Description
This course is intended for students in the graduate certificate programmes offered by the School of Marketing and Advertising.

This course in Brand Strategy uses published cases to further advance students skills in three areas:

1. Marketing strategy development
2. Critical thinking
3. Presentation skills

Students will play one of three roles as we analyze about 10 cases this term. Students will act as marketing consultant, client or support staff. Roles will be assigned randomly at the start of the term, and will vary by class. Depending on class size, two consultant teams may be assigned to each case. These teams will compete head-to-head.

Through tight integration with BMK711 (Brand Metrics I) students will learn the quantitative skills necessary to support strategy development and assessment.

Credit Status
One full credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Choose a presentation and documentation style appropriate for a target audience

2. Develop sound brand strategies, supported by rigorous quantitative analysis

3. Assess and critique strategies prepared and presented by others

4. Apply sophisticated marketing analysis in areas including:

a) Brand launch
b) Brand extension
c) Brand positioning
d) Brand recovery
e) Ingredient branding
f) Private labels
g) Channel theory and tactics in support of brand strategy
h) Product design in support of brand strategy

5. Techniques which will be introduced or reinforced in this course include:
a) Market Research
b) Clustering
c) Segmentation
d) Product Lifecycle / Adoption theory
e) Profitability analysis / Break-even analysis / NPV of marketing alternatives

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.