The Professional Certificate in Integrated Branding is a 13-session course designed to help participants understand and manage key elements of a strong brand strategy. This course will provide the knowledge you need to design and implement both strategic and tactical integrated branding programs that will increase the value of your organization's brand and business.

In a market place that is becoming more and more tied to the power of the brand, developing strong competitive differentiation is key. As a marketing professional, it's important to continue to enhance your ability to develop and execute a successful brand plan. If you're a marketing professional with three or more years of industry experience, count on the Canadian Marketing Association's Professional Certificate in Integrated Branding to give you the tools you need to gain that competitive edge.

Course Requirements

Please note that registrants must have at least three years of marketing experience to enrol in this course. There is an attendance requirement in this course (student can miss a maximum of two classes with legitimate reason). The group presentation class and the final exam are mandatory. All coursework must be completed in the required timeframe. Coursework includes an individual assignment, a group assignment/presentation and a 3-hour written final examination. Students must achieve a final overall mark of 60% and obtain a minimum mark of 50% on the final examination in order to qualify for a certificate pass. This course has a 100% success (graduation) rate.

Integrated Branding Course Outline

The following is a general outline of the course content. The actual sequence of topics covered in specific sessions may vary somewhat, depending upon availability of guest speakers (if applicable) and delivery format of the individual instructor.

Session 1 - Introduction to Integrated Branding

• Framework and philosophy for the course
• Definitions and trends in branding
• Why branding is critical to success
• Review the foundations of brand hierarchy

Session 2 - Key Drivers of Branding: Corporate and
Customer Strategy

• Importance of corporate strategy in driving branding
• Linking branding with strategy
• Applying the right customer knowledge to build the brand strategy
• Balancing multiple levels of branding

Session 3 - Defining the Brand

• Developing a brand identity
• Branding through the customer experience
• Mapping customer touch points
• Review the brand architecture of current Canadian brands
• Bringing the Brand to Life

Session 4 - Building the Brand Platform

• Elements of the brand platform
• Protecting your brand through trademarking
• Managing the brand platform process
• Brainstorming and critiquing creative ideas against the brand strategy

Session 5 - Leveraging the Marketing Mix

• Designing the communications strategy
• Extending the brand to all communication vehicles
• Leveraging product and service in brand delivery
• Managing the brand through distribution channels

Session 6 - Integrating External Communications

• Using different media to build the brand
• Difference between a campaign plan and a brand plan
• Leveraging channel-specific approaches to build the brand
• Employing non-traditional media to generate increased awareness

Session 7 - Building the Brand with and through Employees

• Developing the internal branding framework
• Aligning the external and internal brand
• Creating the internal brand plan
• Managing customer touch points with consistent brand standards

Session 8 - Measuring Brand Value

• Understanding how to measure overall brand value
• Using financial metrics
• How to set up, measure and evaluate brand value by media
• Evaluating brand impact by media
• Apply the Learning

Session 9 - Managing a New Brand or Re-Branding Assignment

• Review the process to establish a new brand or enhance an existing brand
• When and what to brand
• Investment required to build and maintain a brand
• Brand audit process

Session 10 - Branding Case Studies

• Review of real-life branding case studies
• Critiquing brand strategies
• Assessing customer impact
• Guest speakers

Session 11 - Case Study Group Presentations

Session 12 - Summary and Review

Final Examination

Course Instructor

Ken Youngberg
Director, Client Services, LPi Group Calgary

In an agency career 11 years and counting, Ken has led teams that have developed creative and strategic solutions for some of the world’s most recognized brands – from Levi’s Jeans to Heinz Beans, Molson Dry to Bull’s-Eye, the Calgary Stampede to... well, you get the idea. Currently Director of Client Services for LPi Group Calgary, Ken and his team service the marketing and communications needs of a premier group of clients, including Coca-Cola, Kraft Foods, Levi Strauss & Co., The Calgary Stampede, Old Dutch Foods and Hockey Calgary.

Ken and his team also negotiate and integrate their clients’ brands with a number of the world’s most powerful sponsorship properties, including Disney, the Olympics, NHL, CFL, NFL, NBA, MLB, FIFA, NASCAR, American Idol and numerous recording artists and theatrical releases.

A Mount Royal Alumnus, an accomplished speaker and published writer, Ken’s marketing career has provided a comprehensive understanding of the power of a brand, and how critical it is to maintain a cohesive brand message to both external and an internal audience.

In addition to his agency responsibilities, Ken has provided brand and marketing consultation to a diverse group of new businesses, and since 2000 has served as marketing advisor to My 1st Ride, a CBE endorsed transportation safety program for children and parents.