BMK811 - Brand Metrics II

Outline information
Semester
Schools offering this subject
Last revision date Sep 30, 2019 12:00:38 AM
Last review date Dec 2, 2019 12:15:07 AM

Subject Title
Brand Metrics II

Subject Description
This course is intended for students in the graduate certificate programs offered by the School of Marketing.  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 BMK810 (Brand Strategy 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:

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

1. Understand the brand as a "customer-centric" business asset that must be managed (ideally through metrics)
2. Assess and attribute value to customer equity
3. Understand how brand equity is created
4. Use brand equity analysis to understand the strength of a brand
5. Understand brand value and brand valuation techniques
6. Understand and measure 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.

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: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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 student.conduct@senecacollege.ca.

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.