Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Summer Semester 2026

Strategic Brand Management (Online)

COMM 6260-A70

Course: COMM 6260-A70
Credits: 3
Term: Summer Semester 2026
Department: COMM
CRN: 20438

Course Description

A company's brand is among its most valuable assets. A strong brand can have a significant impact on consumer commitment by communicating the value of and providing differentiation for products and services. While branding is both an art and a science, there are certain patterns and predictability of branding activities that greatly increase the odds of success. Becoming familiar with the relevant theories and models of branding can help executives make better branding decisions. This course focuses on how to build, measure, and manage brand equity--the commercial value that comes from consumer perception of a brand. It covers topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, and ways to leverage brand equity. (Summer) [Graded (Standard Letter)] Registration Restriction(s): Students in the MAPC program can enroll with no restrictions.  Students in other SUU graduate programs can enroll with permission from the instructor of the course, the MAPC director, and the student's graduate program director after completing the online add/drop registration form.

Learning Outcomes


At the conclusion of this course, the successful student will be able to:

  • Examine applied branding concepts by articulating the context of and the rationale for the application.
  • Assess a Brand Market.
  • Assess strategic brand positioning.
  • Conduct basic, informal market research.
  • Implement the process of brand creation, including how to identify brand positioning, strategize brand identity and build brand equity.
  • Assess brand narrative strategy.
  • Assess visual brand element strategy.
  • Conduct a basic brand audit to assess brand marketing communications.

You will move through the above subjects while assessing several competing brands within a brand category of your choosing. You will then conduct a more thorough audit of one of those selected brands as an independent branding case study.


Course Requirements

Students will: 
Create Buyer Personas
Conduct market analysis 
Market Research: Customer Based Brand Equity 
Complete a Brand Positioning Assessment 
Market Research: Brand Narrative 
Complete a brand narrative assessment 
Market Research: Brand Perception
Complete a brand perception analysis
Create a brand stylescape 
Complete a visual branding critique 
assess brand Consistency 
Create a Creative Brief 
Produce an external brand assessment 

Course Outline

Module 1: Branding Basics 
Module 2: Brand Positioning 
Module 3: Brand Narrative 
Module 4: Brand Perception 
Module 5: Choosing Brand Elements to Build Brand Equity 
Module 6: Integrating Marketing Communications to build Brand Equity 
Module 7: Course Final 

Instructor's policies on late assignments and/or makeup work

All late work will receive a 10% grade reduction within 24-hours after the original deadline. Assignments more than 24 hours late will receive a zero. Quizzes and class discussion posts will not be accepted late.

Attendance Policy

Prepare & Participate.
Because this is an online course, attendance is not taken. However, learning here depends on active participation. Students who regularly engage with discussions, activities, and course materials tend to perform significantly better than those who do not. Online course collaboration is largely dependent on student preparation for class discussions. You will use the class discussions as a way to practice basic market research this semester. Your peers' success is, partially, dependent upon your timely participation and feedback. Be prepared to participate by not only posting your own thoughts BUT ALSO providing thoughtful, constructive feedback to your peers each week. 

Course Fees

Course program fee is $4. 

ADA Statement

Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Disability Resource Center, located in Room 206F of the Sharwan Smith Center or by phone at (435) 865-8042. The Disability Resource Center determines eligibility for and authorizes the provision of services.

If your instructor requires attendance, you may need to seek an ADA accommodation to request an exception to this attendance policy. Please contact the Disability Resource Center to determine what, if any, ADA accommodations are reasonable and appropriate.

Academic Credit

According to the federal definition of a Carnegie credit hour: A credit hour of work is the equivalent of approximately 60 minutes of class time or independent study work. A minimum of 45 hours of work by each student is required for each unit of credit. Credit is earned only when course requirements are met. One (1) credit hour is equivalent to 15 contact hours of lecture, discussion, testing, evaluation, or seminar, as well as 30 hours of student homework. An equivalent amount of work is expected for laboratory work, internships, practica, studio, and other academic work leading to the awarding of credit hours. Credit granted for individual courses, labs, or studio classes ranges from 0.5 to 15 credit hours per semester.

Academic Freedom

SUU is operated for the common good of the greater community it serves. The common good depends upon the free search for truth and its free exposition. Academic Freedom is the right of faculty to study, discuss, investigate, teach, and publish. Academic Freedom is essential to these purposes and applies to both teaching and research.

Academic Freedom in the realm of teaching is fundamental for the protection of the rights of the faculty member and of you, the student, with respect to the free pursuit of learning and discovery. Faculty members possess the right to full freedom in the classroom in discussing their subjects. They may present any controversial material relevant to their courses and their intended learning outcomes, but they shall take care not to introduce into their teaching controversial materials which have no relation to the subject being taught or the intended learning outcomes for the course.

As such, students enrolled in any course at SUU may encounter topics, perspectives, and ideas that are unfamiliar or controversial, with the educational intent of providing a meaningful learning environment that fosters your growth and development. These parameters related to Academic Freedom are included in SUU Policy 6.6.

Academic Misconduct

Scholastic honesty is expected of all students. Dishonesty will not be tolerated and will be prosecuted to the fullest extent (see SUU Policy 6.33). You are expected to have read and understood the current SUU student conduct code (SUU Policy 11.2) regarding student responsibilities and rights, the intellectual property policy (SUU Policy 5.52), information about procedures, and what constitutes acceptable behavior.

Please Note: The use of websites or services that sell essays is a violation of these policies; likewise, the use of websites or services that provide answers to assignments, quizzes, or tests is also a violation of these policies. Regarding the use of Generative Artificial Intelligence (AI), you should check with your individual course instructor.

Emergency Management Statement

In case of an emergency, the University's Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mySUU portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University's emergency management plan can be found at https://www.suu.edu/emergency.

HEOA Compliance Statement

For a full set of Higher Education Opportunity Act (HEOA) compliance statements, please visit https://www.suu.edu/heoa. The sharing of copyrighted material through peer-to-peer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law; additional information can be found at https://my.suu.edu/help/article/1096/heoa-compliance-plan.

You are also expected to comply with policies regarding intellectual property (SUU Policy 5.52) and copyright (SUU Policy 5.54).

Mandatory Reporting

University policy (SUU Policy 5.60) requires instructors to report disclosures received from students that indicate they have been subjected to sexual misconduct/harassment. The University defines sexual harassment consistent with Federal Regulations (34 C.F.R. Part 106, Subpart D) to include quid pro quo, hostile environment harassment, sexual assault, dating violence, domestic violence, and stalking. When students communicate this information to an instructor in-person, by email, or within writing assignments, the instructor will report that to the Title IX Coordinator to ensure students receive support from the Title IX Office. A reporting form is available at https://cm.maxient.com/reportingform.php?SouthernUtahUniv

Non-Discrimination Statement

SUU is committed to fostering an inclusive community of lifelong learners and believes our university's encompassing of different views, beliefs, and identities makes us stronger, more innovative, and better prepared for the global society.

SUU does not discriminate on the basis of race, religion, color, national origin, citizenship, sex (including sex discrimination and sexual harassment), sexual orientation, gender identity, age, ancestry, disability status, pregnancy, pregnancy-related conditions, genetic information, military status, veteran status, or other bases protected by applicable law in employment, treatment, admission, access to educational programs and activities, or other University benefits or services.

SUU strives to cultivate a campus environment that encourages freedom of expression from diverse viewpoints. We encourage all to dialogue within a spirit of respect, civility, and decency.

For additional information on non-discrimination, please see SUU Policy 5.27 and/or visit https://www.suu.edu/nondiscrimination.

Pregnancy

Students who are or become pregnant during this course may receive reasonable modifications to facilitate continued access and participation in the course. Pregnancy and related conditions are broadly defined to include pregnancy, childbirth, termination of pregnancy, lactation, related medical conditions, and recovery. To obtain reasonable modifications, please make a request to title9@suu.edu. To learn more visit: https://www.suu.edu/titleix/pregnancy.html.

Disclaimer Statement

Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.