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MKTG 392-Brand Management-Sarah Suneel Sarfraz
MKTG 392-Brand Management-Sarah Suneel Sarfraz
COURSE BASICS
Credit Hours
Lecture(s)
Recitation/Lab (per
week)
Tutorial (per week)
3
Nbr of Lec(s) Per
Week
Nbr of Lec(s) Per
Week
Nbr of Lec(s) Per
Week
Duration
N/A
Duration
N/A
N/A
Duration
N/A
COURSE DISTRIBUTION
Core
Elective
Open for Student
Category
Close for Student
Category
Yes
Seniors, Juniors, Sophomores
All freshmen
COURSE DESCRIPTION
AMA (American Marketing Association) defines brand as a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and services of one seller or group of sellers from
those of the competitor. However scholars and practitioners agree that a brand is much more than that.
Brand is a promise to the customer, brand is an overall experience to the customer that encompasses all
touch points with the customer. As traditional competitive advantages are fading, the new competitive
arena is Brand Equity, which creates long-term profitable brand relationships.
This course takes a customer based cognitive perspective and examines the building blocks of brand
equity across 4 different modules:
Module
Module
Module
Module
1:
2:
3:
4:
COURSE PREREQUISITE(S)
COURSE OBJECTIVES
The course is designed to introduce students to basic concepts of branding and to enable
them to see through inter-linkages among these concepts. In addition, it aims to develop
them as independent readers of the discipline so that they can brand in their own unique
way. For this reason, the course will not only use the text book but will also introduce
students to the sources of upcoming marketing thoughts so that they can independently
keep themselves up to date in future (if they wish).
Indicate below how the course learning objectives specifically relate to any program
learning goals and objectives.
PROGRAM LEARNING
GOALS AND OBJECTIVES
Goal 1 Effective Written and
Oral Communication
Goal 4 Application of
Information Technology
Goal 5 Teamwork in Diverse
and Multicultural Environments
Goal 6 Understanding
Organizational Ecosystems
Goal 7 (a) Discipline Specific
Knowledge and Understanding
Goal 7 (b) Understanding the
science behind the decisionmaking process
COURSE LEARNING
OBJECTIVES
Projects
N/A
The course lays strong emphasis
on team work by getting them
involved in two different projects
N/A
Projects
Exhaustive coverage of
important marketing topics
This courses takes a scientific
approach to branding by
describing how we can structure
our management of brands and
make them more efficient.
Quizzes, Exam
EXAMINATION DETAIL
Final Exam
No
Yes
Combined
Duration:2 hours
Objective + Subjective
COURSE PROJECT
Important Suggestions &Notes:
1. All projects are group work
2. Students should write their name on section(s) they have worked on.
3. Academic honesty is expected of students! Any issues in this regard will be treated without any
compassion!
4. Group project is not a work of 4 individuals working on 4 different parts. Such projects naturally
create silos of output with out of sync ideas. Please do spend some time in synchronizing work;
if not, the whole purpose of group work is lost. You can do this in two ways: a) nominate a team
lead with the main responsibility of synchronizing work, b) conduct a pre-finalization group
meeting to discuss synchronization points (recommended option).
5. Quite often reports are submitted assuming that the reader has the same mindset as the writer.
Such an assumption is wrong! Please note that the reader (instructors, your line managers, top
management etc.) will always be pressed with time. If you cannot make a document that is
structured (title page with necessary details such as topic + group member email addresses +
group number etc., TOC, page numbers, headings numbered and in levels) and has a logical flow
of argument, then please dont expect a favorable feedback!
6. Considering there is substantial grade for projects, the issues of free riders in group may
potentially deteriorate the quality of output. It is strongly suggested that you contact the
instructor as soon as you face any such issues. Note for the Free riders: You will either be
forced to work on the project all alone (with some negative deductions to the grade) or given an
F depending on your interest!
7. For meetings, ALL the group members should behave responsibly and come ON TIME. Late
arrivals may not be allowed in the meeting.
Brand Audit:
(CLO # 1&5)
Each team should choose a brand of their interest and that it must be approved by the instructor. The
work involved in the project is to conduct Brand Tracking Survey with consumersin order to dissect the
brand and estimate its health. Assuming the audience is internal senior management, the group must
make a convincing argument as to how the brand should be managed.
There are 3 major parts of the project two research parts and a final integrative analysis.
Secondary Research
1. Brand Introduction
2. Competition
3. Brand Inventory
Recommended Branding Strategy (Use results of Experiment, secondary and Primary Research data)
RECOMMENDED
READINGS/ACTIVITIES
CLO
OBJECTIVES/
APPLICATION
Module 1:
What are Brands?
Part-1 (Introduction)
Introduction to Class
What are Brands?
Introduction to Brand
Management
Pros and Cons of
Branding
Part-1 (Introduction)
Defining and
1
understanding the
concept and power of
Brand.
Giving a fundamental 1
understanding of
Brand Equity.
Brand Equity
Module 2:
How to Build Brands?
Creating a positive
Brand Image in the
minds of consumers.
By Choosing Brand
Elements
By Designing
Marketing Program
(Product, Price, Place)
Detailing how to
2
build Brand Equity
by choosing brand
elements like name,
sign, symbol, slogan
etc. and by designing
product, price, place
strategies.
Detailing how to
build Brand
Equity by designing
promotion mix
strategy and by
developing culture
around it.
Detailing how to
build Brand
Equity through
secondary
associations like
celebrities and by
adopting cause-
By Designing
Marketing Program
(Integrated Marketing
Communication)
6.
Brand Positioning
Chapter-3 (Text)
Group List Due
By Leveraging
Secondary Associations
Research Project/Brand
Audit Summary Due
Chapter-7 (Text)
Module 3:
How to Keep Track of your Brands
Part-4 (Measuring Brand
Equity)
Explaining different
methods of
measuring Brand
Equity.
Chapter-9 (Text)
Explaining different
methods of
measuring Brand
Equity.
Chapter-10 (Text)
Explaining different
methods of
measuring Brand
Equity.
Chapter-8 (Text)
Module 4:
Carrying your Brands forward!
Part-5 (Growing and
Sustaining Brand Equity)
10
Brand Architecture
Brand Hierarchy
11
12
Chapter-12
Describing how to
extend your brands
to new product
categories
Ch 12
Research Report
Submission
1, 3, 4
Introducing and
Managing Brand
Extensions
14
Brand Reinforcement
Brand Revitalization
Brand Crisis
Retiring a Brand
Course Project
Presentations
Ch-13 (Text)
Brand Audit Submission
Providing an insight
about managing a
brand over a period
of time.
1, 4, 5
Final Exam
TEXTBOOK(S)/SUPPLEMENTARY READINGS
Text
Strategic Brand Management, Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob, 3 rd Edition,
Pearson
Online References:
http://www.interbrand.com/en/
http://hbr.org/magazine
Note:
A) Class timings will strictly be adhered to.
B) Questions related to the discussions in class will also be included in the Quizzes and the Final
exam.
C) Passive listeners are not encouraged to take this course. Each student is supposed to actively
participate in class discussions to earn his/her "class participation" (CP) grade. The instructor may
call on students to answer questions and discuss class materials to encourage everyone to
participate in the class discussions.