Brand Marketing

I.     Course Prefix/Number: MKT 271

       Course Name: Brand Marketing

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

Recommended: MKT 131

III.   Course (Catalog) Description

Course emphasizes importance of brand identity in the integrated marketing communications strategy.  Contents includes how to build a “value-added” brand in today’s competitive market place; use of name, logo and corporate identity to create and market brand equity for a company. Students develop a brand building advertising plan incorporating traditional and new digital technologies.

IV.   Learning Objectives

  1. Students will be able to identify the role of brand identity in an integrated marketing communications strategy.
  2. Students will study existing brand strategies in the marketplace by reviewing case studies.
  3. Students will analyze the role of brand loyalty in the decision making process.
  4. Students will understand the role of corporate Culture in developing brand identity programs.
  5. Students will be able to develop an integrated marketing communications strategy highlighting brand marketing.
  6. Students will examine the importance of brand names in e-commerce transactions.

Students will accomplish these learning objectives by developing and presenting an integrated marketing communications plan.

V.    Academic Integrity and Student Conduct

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

VI.   Sequence of Topics

Brand marketing
Brand proliferation
Branding online
Changing role of advertising
Consumers and the brand decision
Branding and the media
Corporate Culture
Contemporary marketing practices
Integrated marketing communications plan
Competition and branding strategies
Internal branding practices
Keeping a brand healthy

VII.  Methods of Instruction

Lecture, small group discussion, internet and media evaluations, case studies

Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

Reading, writing, evaluating promotional materials, internet skills, critical thinking, case study analysis, oral presentation, development of an integrated marketing communications plan.

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

X.    Methods of Evaluating Student Progress

Grades are based on exams, written assignments. Media evaluations, Internet reviews development and presentation of integrated marketing communications plan and class participation.

XI.   Other Course Information

If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.

Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.

Resources and support for
  • pregnancy-related and parenting accommodations; and
  • victims of sexual misconduct
can be found at

Resources and support for LGBTQ+ students can be found at

Electronic video and/or audio recording is not permitted during class unless the student obtains written permission from the instructor. In cases where recordings are allowed, such content is restricted to personal use only. Any distribution of such recordings is strictly prohibited. Personal use is defined as use by an individual student for the purpose of studying or completing course assignments.

For students who have been approved for audio and/or video recording of lectures and other classroom activities as a reasonable accommodation by Oakton’s Access Disabilities Resource Center (ADRC), applicable federal law requires instructors to permit those recordings. Such recordings are also limited to personal use. Any distribution of such recordings is strictly prohibited.

Violation of this policy will result in disciplinary action through the Code of Student Conduct.