Take My Liberty MRKT 670 Class

Keller is read one to three chapters a week, from what a brand is through to managing a portfolio of brands across markets.

The opening chapters separate a brand from the product behind it and introduce customer-based brand equity: the idea that a brand's value lies in what customers know, feel and believe about it, built step by step from awareness to loyalty.

Positioning follows, setting what a brand shares with rivals against what sets it apart, then Keller's pyramid from salience up to resonance, then how names, symbols, jingles and packages are chosen and how pricing, channels and promotion are built around them.

The middle chapters cover secondary associations, such as country of origin and endorsers, and then the measurement of brand equity, both in customers' minds and in market results.

The later chapters cover brand architecture, new products and extensions, and managing brands over time and across geographic boundaries.

Discussion runs in the odd weeks. Week two holds the faith paper and the audit proposal, the textbook cases land in weeks three and six, the full audit in week seven, and the two exams in weeks four and eight.

Global branding in the last week asks how much a brand should adapt its name, message and products to each market.

MRKT 670 is carried around the brand you choose in week one, since the proposal and the audit both study it.

A good audit brand has plenty of public material and customers you can reach, such as a regional coffee chain, an outdoor gear company or a consumer electronics brand. Your proposal, at least 500 words with five scholarly references beyond the textbook, explains why the brand is worth auditing and how the work will be done.

The audit then follows the provided template. Keller's approach has two sides: a brand inventory of everything the company does with the brand, from its name and logo to its pricing, channels and communications, and a brand exploratory of what customers think and feel about it. The report closes with recommendations, in at least 2,500 words with ten scholarly references.

For each textbook case, every question printed at its end is answered at length, two thousand words or more, using Keller's tools and four or more outside scholarly works.

Main posts sit between five and seven hundred fifty words, replies between two hundred fifty and three hundred, and every one cites two scholarly works and draws on Scripture. The faith paper connects a brand management concept to Scripture in at least 500 words.

You post and submit everything yourself, and both exams are yours.

Discussion examples change each week, so the brands discussed range from consumer packaged goods to services and nonprofits.

MRKT 670 work goes to someone who has managed or studied brands: a brand manager at a consumer company, an agency strategist or a marketing academic with a branding focus.

That experience shows in the audit. The inventory catalogs every touchpoint systematically, and the exploratory draws on what customers actually say, from your own short interviews or survey to published reviews and social conversation, so the recommendations rest on evidence.

It shows in the case studies too, where Keller's frameworks are applied with judgment. A resonance pyramid filled in for a brand shows not just what each level contains but where the brand is weak.

The discussions use real brands, so a post on extensions can weigh a successful move against a failed one and explain the difference with research.

A colleague reviews each piece for length, sourcing and formatting, and one strategist sees your course through.

They also know which brands have enough published research to support an audit, which saves time at the proposal stage.

They write in plain business English.

The audit is the first difficulty. It needs both an inventory and an exploratory, and the exploratory requires real customer insight, not assumptions.

The case studies are the second. Two thousand words each, answering every case question with frameworks and four scholarly sources, is a substantial paper twice in four weeks.

The source rules are the third. The audit needs ten scholarly references with five from marketing journals, and every discussion post needs two of its own.

Week two is the fourth, with the faith paper and the audit proposal due together.

Last come the exams, one at the midpoint and one at the close, each spanning several chapters.

The first discussion falls in week one and the brand choice comes right after, so the course is best handed over before it opens.

The faith paper and the audit proposal arrive before week two closes.

Case Study 1 arrives before week three closes, and Case Study 2 before week six closes.

Main posts reach you as each odd week opens, and replies after classmates have posted.

The audit arrives before week seven closes, built on the approved proposal.

The quote lists each item separately, with the audit and the two case studies the largest lines.