BBA | Bachelor of Business Administration

The Bachelor’s Degree Courses at CalSouthern’s School of Business

Below, you’ll find all of the online bachelor’s degree courses offered by CalSouthern’s School of Business. By taking 15 semester hours of elective online bachelor’s courses, you can focus your studies in your particular area of interest, earning your Bachelor of Business Administration Degree with a concentration in management, accounting, human resources management, marketing, international business, or criminal justice.

Required Core Courses

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Business Elective Courses

Management Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Accounting Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Human Resource Management Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Marketing Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Entrepreneurship Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Leadership Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


International Business Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Technology Electives

Lower Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


Upper Division Courses

MKT 2410 Brand Management

Credits : 3

This course is intended to illustrate the importance of branding and brand management to the success of a product or company. Learners will learn how to design a marketing plan that fully utilizes the company’s resources to gain and maintain a market share. Today's business world demands knowledge of strategic brand management, which in turn, leads to success in marketing.

Learning Outcomes:
  • Define the concept of branding and its role in today's marketing world.
  • Summarize the four-step process of brand building.
  • Describe the guidelines for brand positioning and internal branding.
  • Apply criteria, options, and tactics for brand elements.
  • Outline product and pricing strategies as they relate to new perspectives on marketing.
  • Examine the process of integrated marketing communication programs.
  • Discuss channels of distribution such as licensing, celebrity endorsement, and third-party sources.
  • Understand how to establish a brand equity management system.
  • Identify qualitative and quantitative research techniques.
  • Outline comparative and holistic methods for measuring outcomes of brand equity.
  • Define the brand-product matrix and the brand hierarchy.
  • Evaluate the potential and limitations of brand extensions.
  • Describe how to reinforce and revitalize brands over time.
  • Compare the advantages and disadvantages of global marketing programs.
  • Predict future trends and discuss special applications for branding.
  • Introduce self and explain course expectations.
  • Integrate the course concepts through interaction with other Learners and your Mentor.
  • Practices ethical behavior in regard to information and information technology.
  • Evaluate information critically and competently.
  • Access information efficiently and effectively
Back


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