Professional Documents
Culture Documents
Course-outline-Brand Management MKT4311 Summer2021
Course-outline-Brand Management MKT4311 Summer2021
Course-outline-Brand Management MKT4311 Summer2021
Course Outline
Course: Brand Management Program: BBA Course code: MKT 4311 Credit: 3
Instructor: Dr. Khandoker Mahmudur Rahman (KMR), Associate Professor, SoBE
Course objectives:
o Orient students with broader aspect of brand management in business, and how it
affects competitive environment.
o Provide students with theoretical concepts and applied tools for identifying strengths
and weaknesses of a brand, identifying threat and opportunities, develop core
competencies, design and implement differentiation, and develop effective
communication and positioning in the market.
o Equip students with tools and techniques for building, positioning, measuring, and
managing brand equity.
Tentative contents:
Defining brand and its importance, the Scope of brand management, linking
marketing management to brand management, defining brand equity, introduction to
CBBE model, sources of brand equity
Brand positioning, selection of brand elements, brand knowledge, importance of
marketing mix in brand management process
Importance of integrated marketing communication in branding, overview of
marketing communication options, and formulation of integrated marketing
communication program
Use of secondary brand knowledge in building equity, consumer decision heuristics,
various forms of secondary associations like co-branding, licensing, endorsement etc.
Orientation to the concept of brand value chain, brand equity management system,
research issues in branding
Design and implement branding strategies, line extension and brand extension,
managing product life cycle of a brand, introduction to Blue Ocean Strategy
Defining global brand, advantages and disadvantages of being global, typical
challenges for a global brand
Concept of re-branding, make-over, quality control in brand management,
performance measurement issues
Referred Text:
Keller, Kevin Lane; V. Swaminathan, Strategic Brand Management: Building,
Measuring, and Managing Brand Equity (2019), 5th Global edition, Pearson.
Supplementary Reading:
W. Chan Kim; Renee Mauborgne, Blue Ocean Strategy, Expanded Edition: How to
Create Uncontested Market Space and Make the Competition Irrelevant (2015),
Harvard Business Review Press.
In addition to referred text book and supplementary reading, short cases and news from web,
newspapers, magazines etc. will be shared in the class.
1
General Rules to be followed:
Please be on time for your online classes. Make sure you are ready to take class notes and
interact with the instructor online whenever needed.
Please make all of your electronic devices quiet and do not use them during the class except
the device through which you are connected. Always keep yourself muted unless required by
the instructor. Please stay around and listen to lectures carefully because you might be asked
to respond to questions anytime during the session. Be ready to answer questions or
clarification needed.
You are most welcome to ask question/put comments during the class session by (digitally)
raising your hand first. You can also put your question or comment in the chat box. Class
participation is encouraged and rewarded.
There will be no make-up of quizzes, no matter what the reason could be. Mid-term
examination, if missed only on valid and documented reasons, may be retaken based on a
different and comprehensive syllabus at the end of the course. Final examination, if missed
only on valid and documented reasons, may be retaken on a comprehensive syllabus.
Students are expected to abide by the university rules and regulations, cherish common
human values and promote the image of UIU both in and off campus.
Class Schedule
Time
08:30-10:00 am 10:05-11:35 pm 11:40-1:10 pm 1:31-3:00 pm 3:00-6:30 pm
(new time:
Day 2:00-3:30pm)
MKT 4311(A)
Saturday
MKT 4311(B)
Sunday
MKT 4311(A)
Tuesday
MKT 4311(B)
Wednesday
(Note: Whenever you contact through SMS, Email or Whatsapp group, please include your
name, ID and section when you contact)
2
Appendix I
Mid-term Examination 20
Final Examination 25
Total 100