Course Description

Exploring the reasons why brands are so valuable and the factors that contribute to that value are crucial elements when developing a comprehensive marketing strategy. This course will examine the relevance and differentiation of brands. The concepts of branding will be explored to understand how the branding of a product, company (or purpose) influences customer perception and the strategic thinking behind brand development. Real-world examples will illustrate how marketing communication tools and techniques can be used to build both a competitive advantage and brand equity. Personal branding is the practice of people marketing themselves and their careers as brands. Personal branding is an important element of this class.

This course consists of 24 in-class hours in addition to 12 hours of project-based learning to be completed outside of class.

Project Parameters:

Create your Personal Brand Pyramid that includes Brand Ideal, Brand Equity, and Brand Promise.  In addition, develop your Personal SWOT analysis (strengths, weaknesses, opportunities, and threats), along with your Personal Mission and Vision statements and your personal 30-second elevator pitch.

Learner Outcomes

Upon successful completion of this course, students will be able to:

  • Define branding and differentiate products and or logos versus brands
  • Recognize the impact of consumer demographics and behavior when developing a brand strategy
  • Formulate SWOT analysis in determining brand creation and brand promise
  • Examine iconic brands and how they create value/leverage
  • Design one’s personal brand during changing times

Applies Towards the Following Certificates

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3:30PM to 5:50PM
Apr 02, 2024 to Jun 11, 2024
UCSB Campus
Schedule and Location
Contact Hours
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class prior to the course start date.

No refunds after 04/14/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.