7/15/2024 1:00:00 PM
Chartered Marketer

Brand 2024

Members: $1,245 (Reg. $1,395)

Non-Members: $1,545 (Reg. $1,695)

CM Members: $996 (Reg. $1,116)

CM Non-Members: $1,236 (Reg. $1,356)


Sep 06, 2024 11:59pm ET

By the end of this course, you should be able to:

  • Interpret how changing market and consumer conditions impact brands and identify strategies to adapt brands for success.
  • Examine the strategy, process and methods of brand development that drives profitability and brand equity.
  • Review best practice brand strategies and approaches for organizational structures, governance and brand value metrics.
  • Assess and summarize the critical elements that impact brand equity, customer brand affinity and business profitability throughout a brand’s life stage.


  • Interaction with marketing experts
  • Latest technologies
  • Discussion boards for collaboration
  • Technical Support


  • No travel time
  • Interactive learning experience
  • Networking and connecting with other practicing marketers
  • Successful completion of this course counts towards your CM designation requirement
  • Certificate upon successful completion of all course requirements

CMA’s Brand Elective course consists of course content, videos, activities, and discussion boards. Throughout the 12-week course learners will be required to complete graded assignments which may include posting to a discussion board, completing short exercises and or project(s). Learners will have the opportunity to engage with fellow learners and to ask direct questions to the instructors.

The following is a general outline of the course content:

  1. Changing Dynamics and Brand Trends
    • Discuss emerging trends in consumer expectations, technology and market.
    • Adapt brand strategies to align with changing trends.
  2. Business and Brand Strategy Alignment
    • Describe the components and rationale for a well-defined business scope.
    • Explain the key elements of business strategy.
    • Establish a meaningful and compelling brand strategy.
  3. Creating a Brand Essence
    • Define unique selling proposition and its importance to a brand.
    • Establish the key elements of a strong customer-focused brand essence.
    • Create a brand identity brief for the development of a brand relaunch or new brand name.
  4. Brand Identity Design
    • Establish and apply decision-making criteria and process for brand name selection.
    • Apply brainstorming and creation strategies to develop components of a brand identity.
    • Develop key messages and benefits statements as part of the overall brandBrand Social Responsibility and Brand Crisis.
  5. Brand Governance
    • Describe brand governance and its importance to the organization.
    • Explain the concept and composition of a Brand Council.
    • Identify best practices of a Brand Council.
  6. Brand Social Responsibility
    • Explain brand social responsibility and its importance to brands and consumers.
    • Explain brand crisis and the process to manage it.
  7. Brand Behaviour
    • Describe what brand behaviours are and why they are important to the organization.
    • Identify who within the organization is involved in establishing brand behaviours.
    • Describe a brand behaviour development process within an organization.
  8. Brand Metrics and Measurement
    • Explain key awareness, market position and customer brand metrics.
    • Explain the importance of brand metrics.
    • Explain the importance of timing in collecting brand metrics.
    • Explain the roles and responsibilities involved in the brand measurement process.
  9. Brand Lifecycle
    • Describe the brand lifecycle and the activities corresponding to each stage.
    • Assess a brand’s life stage and predicted trajectory.
  10. Non-Traditional Approaches to Building Competitive Advances
    • Describe how brands can successfully apply non-conventional approaches to build competitive advantage.
    • Evaluate consumer trends and emerging societal trends for application to established and new brands.
  11. Brand Authenticity
    • Analyze contemporary issues impacting the strategies and initiatives developed to support brand relevance.
    • Apply voice of the customer data across multiple channels to engage customers in authentic interactions.
  12. Future-Proofing Your Brand
    • Explore the future of brand management in the context of trends in innovation, media, society, and consumer behaviour.  

Course Requirements:

Individuals must have at least one year of experience in a marketing-related role to take this course. Learners must achieve a final overall grade of 65% in order to qualify for a certificate pass and have the course count towards their requirements for the CM designation.


The time required for the course will vary depending on your learning style, learners are likely to invest 4 - 6 hours per week on average. Graded assignments may include posting to a discussion board, completing short exercises and or project(s).

  • To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
  • Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
  • Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
  • No refunds past course start date.
  • Refunds will be issued to the source of payment

In the Event of Program Cancellation

  • We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
  • We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.

Hamilton Health Sciences Foundation
Spin Master Ltd
Wilfrid Laurier University
Chinese Canadian Museum
Wilfrid Laurier University
Sobeys Inc.

Major Sponsors

  • BMO-800x450
  • CIBC-800x450
  • Microsoft-2023