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MKTG420 - Branding

Course Details

Course Code: MKTG420 Course ID: 4269 Credit Hours: 3 Level: Undergraduate

This course introduces students to understanding the need to differentiate products and services. The course explores how branding can have an impact on purchasing decisions. Students learn branding methods to transcend industries and techniques to use branding as an asset.





Course Schedule

Registration Dates Course Dates Session Weeks
11/26/18 - 05/03/19 05/06/19 - 06/30/19 Spring 2019 Session I 8 Week session
01/28/19 - 06/28/19 07/01/19 - 08/25/19 Summer 2019 Session B 8 Week session
03/25/19 - 08/30/19 09/02/19 - 10/27/19 Summer 2019 Session D 8 Week session

Current Syllabi

LO 1. Analyze the steps involved with winning the brand relevance battle.
LO 2. Evaluate brand relevance via categorizing, framing consideration, and measurement.
LO 3. Defend the need for a firm to change its retail landscape.
LO 4. Interpret key market dynamics pertinent to a selected industry.
LO 5. Value the benefits gained by creating barriers via differentiation.
LO 6. Appraise the importance of maintaining relevance in the face of market dynamics.
LO 7. Defend the need for innovation within competitive organizations.

NameGrade %
Assignments 40.00 %
Week 1 Assignment 6.67 %
Week 2 Assignment 6.67 %
Week 3 Assignment 6.67 %
Week 5 Assignment 6.67 %
Week 6 Assignment 6.67 %
Week 7 Assignment 6.67 %
Forums 20.00 %
Introduction 2.00 %
Plagiarism 2.00 %
Week 1 Forum 2.00 %
Week 2 Forum 2.00 %
Week 3 Forum 2.00 %
Week 4 Forum 2.00 %
Week 5 Forum 2.00 %
Week 6 Forum 2.00 %
Week 7 Forum 2.00 %
Week 8 Forums 2.00 %
Week 4 Midterm 10.00 %
Week 4 Midterm 10.00 %
Final Project 30.00 %
Week 8 Final Project 30.00 %
Book Title: Brand Relevance - e-book available in the APUS Online Library
Author: David Aaker
Publication Info: Wiley Lib
ISBN: 9780470613580
Book Title: Brand Atlas: Branding Intelligence Made Visible - The VitalSource e-book is provided via the APUS Bookstore
Author: Alina Wheeler, Joel Katz
Publication Info: Wiley
ISBN: 9780470433423
Book Title: To find the library e-book(s) req'd for your course, please visit http://apus.libguides.com/er.php to locate the eReserve by course #. You must be logged in to eCampus first to access the links.
Author: N/A
Publication Info: N/A
ISBN: N/A
Book Title: You must validate your cart to get access to your VitalSource e-book(s). If needed, instructions are available here - http://apus.libguides.com/bookstore/undergraduate
Author: N/A
Publication Info: N/A
ISBN: N/A

Book Title:To find the library e-book(s) req'd for your course, please visit http://apus.libguides.com/er.php to locate the eReserve by course #. You must be logged in to eCampus first to access the links.
Author: No Author Specified
Book Title:Brand Atlas: Branding Intelligence Made Visible - the VitalSource e-book is provided inside the classroom
ISBN:9780470433423
Publication Info:VS-Wiley
Author:Alina Wheeler, Joel Katz
Unit Cost:$21.98
Electronic ISBN:9781118686577
Electronic Unit Cost:$25.00
Book Title:Brand Relevance - e-book available in the APUS Online Library
ISBN:9780470613580
Publication Info:Wiley Lib
Author:David Aaker
Unit Cost:$23.38

Previous Syllabi

Not current for future courses.