Marketing and Brand Strategy

Building on the Business Fundamentals core course, this afternoon elective introduces students to the exciting world of marketing, where creativity, data, and storytelling come together to build unforgettable brands. From TikTok to top global companies, students will explore how brands capture attention, grow loyal audiences, and shape culture through social media, influencer marketing, and strategic campaigns. Taught by UBC Sauder marketing faculty and industry professionals, this course blends big-picture strategy with hands-on learning. Through interactive projects, content creation exercises, and case studies from major global brands, students will explore what drives engagement and learn to use digital tools to solve real marketing challenges. Working in teams, they’ll also design and present their own mini-campaign, putting their new skills into practice in a fun, applied way. This course builds creative confidence, strategic thinking, and a digital-first mindset that will serve students in any future career or field of study. 

Learning Outcomes 

By the end of this course, students will be able to:

1. Understand the key principles of marketing, branding, and digital strategy. 
2. Analyze how creativity, psychology, and data work together to influence consumer decisions.
3. Evaluate how brands use storytelling, influencers, and digital platforms to build engagement and loyalty. 
4. Apply design thinking, storytelling, and analytics to solve marketing challenges. 
5. Strengthen teamwork, communication, and presentation skills through applied, collaborative projects.

*Information is subject to change as instructors finalize course syllabi