At the pinnacle of marketing management is the creation of sustainable brand equity; a brand’s ability to deliver value to all its stakeholders beyond the sum of its tangible parts. In this day and age, it is fair to say our world is under siege by brands. From the phones we look at constantly to the tiles in our kitchen, businesses are continually seeking out new and creative ways to remind us who they are, what they sell and why it is better than the offerings of everyone else. Marketing/brand managers spend their careers trying to build a name for their product—a brand—that would get consumers excited and hooked. In this paper students will learn about how brands are built, why they fail or succeed over time, and how they can be the next person to build the next iconic brand.

From an academic standpoint, this paper will benefit students by integrating critical elements of marketing science and consumer behaviour along with emotional and functional perspectives. In doing so, you will be better equipped with the necessary tools for marketing management in a fast-paced and ever-changing workplace.

Some paper material may be delivered online through Moodle (i.e. FLEXI). Scores, course documents, announcements, and resources will be posted in Moodle. Students are advised to check the Moodle course site daily. Participation in online learning may replace some scheduled contact time.

Some class meetings will be recorded via Panopto and made available for reviewing by students. This is done as a courtesy to students who want to watch a lecture a second time, and to students who must miss a class meeting due to illness, injury, or a death in the family.

Students are expected to supplement their watching lectures with additional preparation hours such as reading, meetings with convienor, project work, studying, and preparation of assignments/assessments.