Principles of Marketing

BBA 3201, Principles of Marketing 1

Course Learning Outcomes for Unit V Upon completion of this unit, students should be able to:

4. Relate the importance of product positioning to brand strategy. 4.1 Determine how brands gain market share through brand recognition, brand strategy, and

product positioning.

Course/Unit Learning Outcomes

Learning Activity

4.1

Unit Lesson Video: Expansion: Secrets of Branding Video: Persistence: Secrets of Branding Video: The Value of Brand Names Video: Open Borders: Globalization-A Real-World View Unit V PowerPoint Presentation

Reading Assignment In order to access the following resources, click the links below. Note: The transcript for each video is available to view and/or print by clicking on the “Show Transcript” tab on the right side of the video page. You are only required to view the following portions of the video below: Segments 1 titled "Expansion Introduction" (1:14 in length), 6 titled "Brand Licensing" (4:45 in length), 10 titled "Brand Portfolio Managers" (3:14 in length), 12 titled "Brand Management" (1:13 in length), 14 titled "Brand Purchasing" (4:07 in length), and 16 titled "Ultimate Challenger Brand" (2:36 in length). Bartholomew, J. (Producer), & Barrett, S (Director). (2014). Expansion: Secrets of branding [Video file].

Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=58813

You are only required to view the following portion of the video below: Segment 4 titled "Brand Equity" (2:04 in length). Bartholomew, J. (Producer), & Barrett, S (Director). (2014). Persistence: Secrets of branding [Video file].

Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=58809&loid=279838

You are only required to view the following portions of the video below: Segments 1 titled "Brands and Market Structure" (3:49 in length), 2 titled "Functional Values in Brand Names" (2:32 in length), 3 titled "Emotional Values in Products" (2:17 in length), 5 titled "Effects of the Brand" (3:39 in length), and 8 titled "Creativity and the Use of Media" (1:54 in length). Eglin, B. (Producer). (1999). The value of brand names [Video file]. Retrieved from

https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=10836

You are only required to view the following portion of the video below: Segment 1 titled "What is Globalization?" (3:15 in length).

UNIT V STUDY GUIDE

Brand Strategy

BBA 3201, Principles of Marketing 2

UNIT x STUDY GUIDE

Title

Romin, J., Arnstad, H. (Producers), & Lennartsson, J., Lilja, V. (Directors). (2009). Open borders: Globalization-A real-world view [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/Port alPlaylists.aspx?wID=273866&xtid=47499&loid=144239

Unit Lesson Click here to access the Unit V Lesson presentation. (Click here to access the PDF version of this presentation.)