BMK810 - Brand Strategy II

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Last revision date Sep 30, 2019 12:00:38 AM
Last review date Dec 2, 2019 12:15:20 AM

Subject Title
Brand Strategy II

Subject Description
This course is intended for students in the graduate certificate programs offered by the School of Marketing.  This course in Brand Strategy uses published cases to further advance student skills in three areas:

  • Marketing strategy development
  • Critical thinking
  • 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 case.  Depending on class size and number of cases, two or more consultant teams may be assigned to each case.  These teams will compete head-to-head.
Through tight integration with BMK811 (Brand Metrics II), students will learn the qualitative and quantitative skills necessary to support strategy development and assessment

Credit Status
This subject is a required one credit course towards the Post-Diploma Brand Management Certificate.

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) Target marketing
e) Loyalty
f) Advertising and communications in support of brand strategy, including selection among creative alternatives.
g) Pricing theory and tactics 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 Life-cycle/Adoption Theory
e) Profitability Analysis/Break-even Analysis/NPV of marketing alternatives
f) Customer Lifetime Value

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.

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.

Show respect for diverse opinions, values, belief systems, and contributions of others.

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

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

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.