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382486: Brand Management
MGMT-X 460.41

  • Fall 2021
  • Section 1
  • 4 Credits
  • 09/22/2021 to 12/01/2021
  • Modified 09/02/2021

Meeting Times

Course is being offered as Hybrid.

Hybrid: course is taught using a combination of both asynchronous using Canvas and synchronous instruction via Zoom.  

The live meetings are scheduled on Wednesdays, 6:30pm - 8:30pm, starting September 22, 2021 thru December 1, 2021.

Details on accessing Canvas will be emailed to you after completing enrollment. Courses in Canvas are typically accessible 2 days before the course start date. If applicable, instructions for accessing and using Zoom will also be provided in Canvas.


Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company's performance and future, as well as understand the power and importance of a brand from its creation through execution. This course presents students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history, understanding the differences between brand equity and brand identity, and consideration of how brands are won and lost.


During this course, you will:

  • Develop a working knowledge in creating, sustaining, and upholding a brand through the presentation of logical as well as creative processes, strategies, and techniques in the practice of brand management.
  • Expand your perspective and instill the importance of research, objective thought and work process, analytical and critical thinking, and effective communication skills in successfully building a foundation for the brand.
  • Develop your ability to identify and implement strategic and tactical plans to achieve, reinforce, and uphold the brand vision.


Upon successful completion of the required coursework, you should be able to:

  • Understand various aspects that holistically play important parts in building a strong, brand foundation.
  • Evaluate the core value of existing brands, learn from past performance, isolate effects, and create opportunities for future implementation.
  • Develop a brand strategic plan based on gained knowledge and insight on how operations, marketing, sales, advertising, and promotions correlate for long-term brand success.
  • Demonstrate understanding of concepts through participation in open discussions as well as through the ability to effectively and clearly communicate ideas or thoughts in written form via written assignments and projects.


All materials for this course will be provided within the Modules area of Canvas.



Graded Activities Points / Percentage Notes
Assignments 30% Two assignments in brand analysis
Mid-Term Book Report 15% Reading and analysis of selected resource on the subject or other related fields such as sales, marketing, entrepreneurship, and professional development
Final Project 40% Culminating project demonstrating concepts learned throughout course
Attendance and participation in class discussions  15% Eleven live web conference meetings. (Please see Course Policies on Attendance.) 
TOTAL 100%  


Grade Range
A+ 100% - 97%
A < 97% to 93%
A- < 93% to 90%
B+ < 90% to 87%
B < 87% to 83%
B- < 83% to 80%
C+ < 80% to 77%
C < 77% to 73%
C- < 73% to 70%
F < 70% to 0%

Course Policies

In this class, each student is expected to be fully committed to the course for the entire 11 week session.


Commitment implies that each student is expected to complete homework assignments on time, on or before the due date.

NOTE:  Last assignments will be assessed one letter grade loss.

This is to support your accountability and develop your time management skills, both essential to your success in a business environment.


All participants are required to complete all homework assignments, group projects, and final exam on or before the due date.

All written assignments and final exam should follow the format below:

  • Computer generated or type written: 11 points, 1.5 spacing
  • Must have the assignment title.
  • Must have student’s name (and on every page thereafter).
  • Must have submission date.
  • Must have page numbers on the lower right hand corner, if multiple pages.
  • If hard copy is submitted and is multiple pages, must be stapled or paper clipped.
  • IMPORTANT NOTE: Considering our current situation, please upload all work to CANVAS for review and grading.

All assignments will be evaluated on the following criteria:

  • evidence of understanding through application on written or oral assignments
  • evidence and depth of critical analysis
  • reference to relevant issues and materials in the readings
  • organization and thoroughness to include spelling and grammar
  • academic integrity
  • on-time submission

All written assignments are important as they allow the instructor to assess your thinking and writing abilities important to your success.

All written assignments require APA style footnoting and references.


No more than two (2) absences are permitted unless known and approved by the instructor. Excessive absences will result in a reduction of final grade.

NOTE:  Leaving mid-class is not appropriate and will be noted by instructor.

It is the student’s responsibility to obtain course notes, assignments, and to turn in all work on or before due date.


All students must have video and audio capabilities. Students are required to turn on their video during class, except for instances in which there are difficulties in terms of environment or connection issues, to confirm attendance.

ELECTRONIC DEVICES (for in-class instruction)

As a courtesy to all students and instructor, the use of cell phones are not permitted in class. Laptops may be used for class purposes only. Failure to abide by these rules will be handled on a one-on-one basis.



Internet plagiarism will not be accepted and is grounds for an automatic “F” and will result in disciplinary action.

All students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns regarding at:

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see:


Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see:

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the UCLA Extension Learning Support Team.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department. To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive. For complete information, see:





Week 1


Course Introduction


  • Discuss the guideline for successful participation in class.
  • Learn what brand management is as well as the important concepts of brand management.
  • Understand the purpose of building a brand in today’s highly competitive and global market.


Attendance and participation

Final grade allocation: 15%

Week 2


Brand, Branding, and Brand Identity


  • Identify the elements of what makes a product or service a brand.
  • Explore and expound on brand concepts.
  • Learn the internal and external functions of the brand in relation to company and its customers.


Week 3


Brand Springboards


  • Identify the various aspects that affect and influence brand development.
  • Learn the different idea springboards utilized in developing a brand strategic plan.

I am a Brand Analysis Due

“Personal Brand Analysis”


Learn how the importance and effect of branding and perceptions.

Final grade allocation: 10%

Week 4


Launching the Brand


  • Develop a platform to launch a brand from a marketing strategic standpoint.
  • Learn the practices in creating brand awareness.


Week 5


Growing the Brand


  • Learn the concepts and applications to grow the brand in terms of penetration, awareness, and reach.


Week 6


Sustaining the Brand


  • Learn the brand life cycle and how marketing decisions affect sustainability.
  • Identify efforts and activities that help sustain or further the growth of a brand.

Mid-term Book Report Due


Expand, discover, or reinforce learning about branding through reading on the subject or other related fields such as sales, marketing, entrepreneurship, and professional development.

Final grade allocation: 15%

Week 7


Brand Extensions


  • Learn the meaning, advantages, and disadvantages of brand extensions.
  • Identify the parameters that make brand extensions an effective strategic move.


Week 8


Brand Rejuvenation


  • Learn to detect maturing brands, isolate the key issues, and create opportunities to revitalize the brand.
  • Explore concepts on how to keep brands competitive.

Brand Analysis Due

“Research & Analysis”


Develop the skill in conducting primary research and gather first-hand insight about a brand. 

Develop the skill in analyzing and perceiving brand attributes and values.

Final grade allocation: 20%

Week 9


Bridging the Gaps


  • Integrate all the concepts and insights learned throughout the course.
  • Learn how to utilize these in brand mapping.


Week 10


Case Study Discussion


  • Gain understanding of branding through critical analysis of existing brands through their development process

Week 11


Final Presentation


  • Demonstrate gained knowledge through presentation of the final project.


Final grade allocation: 40%