ACADEMIC LECTURE

SBM’s COURSE INTRODUCTION

CONTEMPORARY PERSPECTIVE

OVERVIEW
L e c t . N G Ô B Ì N H
 G E N E R A L
Preparing an excellent way to
O B J E C T I V E S
become more comfortable with
higher/further profeesional Brand
management learning
Providing a comprehensive
and up-to-date treatment of Applying the
the subjects of brands, concepts & ideas
brand equity, & strategic presented to any of
brand management Further Learning the more detailed
6
branding strategies &
1 5
Concepts Brand Plan
evaluating a real-life
Guidelines brand.

2 Practical
Showing the method s to Applications
design and implement Application Demonstrating how to
4
marketing programs & 3 grow & sustain brands
Strategic BM
activities to build, over time & geographic
Approach
measure, & manage boundaires & market
brand equity. segments

Apply appropriate theories,

concepts and models to
generate effective brand

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building process.

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 L E A R N I N G
O U T C O M E S

Preparing a profound brand

management knowledge to be
potential brand builders’
Understanding and professionally
explaining the three
models in brand planning
(BPS, CBBE/BR, BVC). Designing, building,
Professionals
6 measuring and
1 5 managing a brand
Theory Attitude over time and space

Grasing the steps to 2 Practical

build a strong brand Key Knowledge Applications
according to the brand 4
resonance model
3 Build long-term
Analytic Skils branding strategies for
businesses in accordance
with other courses and
Analyzing a given firm’s past knowledge.

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market programs to build a
particular brand, &

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recommendations to the firm

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 [6] [3]
Integrating Marketing Brand Resonance and the
Communications to Build BE. Brand Value Chain
[7] [4]
Leveraging Choosing Brand Elements to
Secondary Brand Associations Build Brand Equity (BE.) Customer-Based Brand Equity
to Build BE. and Brand Positioning
[5]
[2]
Designing Marketing
[…]
Programs to Build B/E.
Mid-term Test
[1]
Brand & Brand
Management

SBM

[ 13 - 15]
Group’s Final Project
Report & Presentation
[8] [10]
Developing a BE Measuring Outcomes of BE:
Measurement & Management Capturing Market Performance
System [9] [12]
Measuring Sources of BE: [11]
Introducing and Naming New
Capturing Customer Mind-Set Designing & Implementing
Products and Brand Extensions
Branding Architecture
(self-teaching)
Strategies

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[15] [14] [13]

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Closing Observations Managing Brands Over Managing Brands
(self-teaching) Geographic Boundaries C O U R S E S U B J E C T

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Over Time
and Market Segments (self-teaching) T I M E TA B L E
(self-teaching)
 C O U R S E
A S S E S S M E N T &
E VA L U AT I O N Orale Presentation: NTW Brand Plan /
Group Project’s Report (offline) & Written
Form (Online)

> 80% Attendance

Weekly checking report * Final Exam Group Project’s Proposals &
[ 50% ] 5 Presentation (Week 13-15)
1 6 Semi-final
Participation Report
[ 10% ] [ 10% ]

2 Assignemnts
Min. 05 times Individuals Contribution [ 10% ]
[ 10% ] 4
Group Debating role play. 3
Presentation Individual Assignment
(Qs/As, Commenting, [ 10% ] Pair-work Exercises
Discussing, Proposals & etc) (Weekly, Midterm, etc)

Chapter’s content pre-assigned

group presenting (Weekly

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delegated by lecturer)

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* Final Exam (50% of total grade) shall be scheduled by Academic Admin. Dept
 A S S I G N M E N T
& T E S T I N G
F O R M S

Group Work
Pair-work, Written Report (3500 - 5000 words)
Open Book,30 minutes Oral Presentation (week No. 13-15)
03 times/total course Weight: 10%
T/F, Matching Forms 1 3
MCQs Quizzes Semi Final
Group Project
Weight: 5%

2
Mid term Test

Individuals,
Closed Book, 90 minutes
01 time/total course
T/F, Matching/ MCQs/ Short Q/As
Case study Solution
Weight: 5%

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Remarks: Final Exam in Group Project’s Oral – Presentation (50% of total course grade) shall be evaluated by a Jury board of 2-3 lecturers
 T E X T B O O K
& T E A C H I N G
A I D S
Senimar/Workshop/Guest
Speakers or Field trip as delegated
by Academic Admind / FBA Dept.
(if any)

Keller, Kevin Lane.,

Strategic Brand Management:
4th Edition, Pearson, 2013 Scientific Powerpoint/Excel/Word
Seminar SPSS version 20 or over
1 5 Others
6
Text Book Software

2 Case study & Best

Aaker, David, “Building Strong Readings Practice
Brands”, Free Press, 1995 4
3
Kapferer, Jean-Noël, “The New Articles 07 Mini case study
Strategic Brand Management”, & 03 Brand Plan Proposal
Kogan Page, 2012 Sample for references or in
class debate
10 Scientific Articles provided by
Lecturer thr. Chapter s’content

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requested (Group work)

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THANK YOU FOR YOUR LISTENING !

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