BMK711 - Brand Metrics I

Outline information
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Last revision date May 25, 2020 12:23:00 AM
Last review date Aug 3, 2020 12:15:03 AM

Subject Title
Brand Metrics I

Subject Description
This course is intended for students in the graduate certificate programs offered by the School of Marketing and E-Business.

This course teaches students the comprehension of metrics necessary to understand the brand and its influence on business strategy, the management of the brand (in a broad sense), and the establishment of brand equity. This understanding enables students to measure and evaluate brand value.

Through tight integration with BMK710 (Brand Strategy) 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. Develop a clear understanding of a brand metric
2. Understand and implement the casual link between business performance and brand strategy
3. Understand the brand as a "customer-centric" business asset that must be managed (ideally through metrics)
4. Measure a client's affinity to the brand (penetration, retention, advocacy, loyalty)
5. Understand rudimentary financial measurement including break-even analysis and NPV
6. Use market research data (focus group and survey)to assist in strategy development and assessment.

Essential Employability Skills
Execute mathematical operations accurately.

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.

Academic Integrity
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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.

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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.