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

Enroll Now - Select a section to enroll in
6:00PM to 8:20PM
Sep 28, 2021 to Dec 07, 2021
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $620.00
Potential Discount(s)
Available for Credit
4 units
Section Notes

Late Registrations Notice: 

Self enrollment will be available until 11:59PM 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 11:59PM).  If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Students must have a UCSB NetID to access their online course.  If you do not already have a UCSB NetID, you will receive an email with instructions on how to create a NetID within one business day of late enrollment.  All students with a UCSB NetID will be added to the online course within two business days of late course registration. Students will then be able to access their course at gauchospace.ucsb.edu.

How to Access Your Online Course:


One business day after enrollment but no sooner than 2 weeks before the beginning of the course, you will receive an email with detailed instructions on how to access your online course. You don’t need to take any action until you receive that email. Please note that you will not be able to access your online course until all the steps highlighted in that email are complete.

Required Textbook(s):
Students are required to purchase the textbook(s) below prior to the first class meeting. Textbooks can be purchased from the vendor of your choice.

Title: Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands
Author: Carolina Rogoll
2015: ISBN: 978-1-62153-463-1

No refunds after 10/11/21