BRAND

MANAGEMENT
Dr. Cao Minh Tri

2022
 SESSION 1
• Study guide:
1. Your instructor;
2. Course description;
3. Course objectives;
4. Teaching and learning arrangements;
5. Study resources;

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 Study guide (cont.)
6. Session plan;
7. Attendance;
8. Quality assurance;
9. Assessment Criteria;
10. Result appeal;
11. Others.

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 1. Your instructor
• Name: CAO MINH TRI
• Email: tri.cm@ou.edu.vn
• Facebook: Tri Cao Minh
• 0908.16.93.16

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 1. Your instructor
– PhD in International Business, School of
Management, Asian Institute of Technology
(AIT), Thailand.
– Master of Economics in Foreign Trade,
University of Economics, Ho Chi Minh City,
Vietnam.
– Bachelor of Foreign Language in English,
University of Pedagogy, Ho Chi Minh City,
Vietnam.

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 1. Your instructor
• Coordinator, International Business Program,
Faculty of Business Administration, Open
University, Ho Chi Minh City, Vietnam.;
• Ex-Director, Office of Administration and
Human Resource, Office of Research and
International Relations, University of Economics
and Finance, Ho Chi Minh City, Vietnam;
• Vice Chief of Secretariat, Department of Finance
and Administration, Committee of the
Communist Party, Ho Chi Minh City, Vietnam.
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 1. Your instructor
• Lecturer, instructor, advisor at BA, MBA,
PhD for many universities in:
– Brand Management;
– International Business;
– International Marketing;
– Strategic Management.

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2. Course description
This course provides students with
core knowledge on brand as well as
brand management activities of
companies over the world.
-> What is brand?
Brand management?

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 3. Course objectives
• Understand key concepts in brand
management (outcome 1).
• Apply theory into building,
developing, managing elements and
field-related brand in company
(outcome 2).

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 3. Course objectives
• Capacity in planning, organizing,
controlling brand management
activities (outcome 3).
• Develop hard skills in making decision,
collecting and analyzing the
information (outcome 4).
• Practice main soft skills in English:
teamwork, presentation, problem-
solving techniques, critical thinking…

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 4. Teaching and Learning
Arrangements
• Students must read before coming class.
• Instructor only summarizes and raises
discussion -> not lecturer.
• Students will be encouraged to
participate in class and group
discussion -> win-win.
• Listening, discussing, limited writing.

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 5. Study resources

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 6. Learning content
Part 1: Overview
Chapter 1
Part 2: Developing a brand strategy
Chapters 2, 3
Part 3: Designing and Implementing Brand
Marketing Programs
Chapters 4, 5, 6, 7
Part 4: Measuring and Interpreting Brand
Performance
Chapters 8
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 6. Session plan
Session 1: Wednesday, 12th October 2022

• Study guide
• Chapter 1:Brands and Brand Management

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 6. Session plan

Session 2: Wednesday, 19th October 2022

• Chapter 1: Brands and Brand Management

• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 6. Session plan
Session 3: Wednesday, 26th October 2022

GUEST SPEAKER

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 6. Session plan
Session 4: Wednesday, 02nd November 2022
Presentation: group 1
• Chapter 2: Customer-Based Brand Equity
and Brand Positioning
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read all before class.

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 6. Session plan
Session 5: Wednesday, 09th November 2022
Presentation: group 2
• Chapter 3: Brand Resonance and the
Brand Value Chain
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 6. Session plan
Session 6: Wednesday, 16th November 2022
Presentation: group 3
• Chapter 4: Choosing Brand Elements to
Build Brand Equity.
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 6. Session plan
Session 7: Wednesday, 23rd November 2022
Presentation: group 4
• Chapter 5: Designing Marketing Programs
to Build Brand Equity
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 6. Session plan
Session 8: Wednesday, 30th November 2022
Presentation: group 5
• Chapter 6: Integrating Marketing
Communications to Build Brand Equity
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 6. Session plan
Session 9: Wednesday, 07th December 2022
Presentation: group 6
• Chapter 7: Leveraging Secondary Brand
Associations to Build Brand Equity
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 6. Session plan
Session 10: Wednesday, 14th December 2022
Presentation: group 7
• Chapter 8: Developing a Brand Equity
Measurement and Management System
• Multiple choice questions: Assignment
@ Instructor only summarizes and raises
discussion. Students must read before class.

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 7. Attendance
• The minimum attendance to be
attained is 80% (8 sessions);
• Participation in class discussion
will be used as a component of
the final grade, students are
strongly encouraged to attend
class on a regular basis.

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 8. Quality Assurance

• Quality assurance is addressed by

many procedures covering all levels
of the student experience, from
entering the school to leaving.
• Formal and informal feedback and
comments on the instructor, the
module and the school support.

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 9. Assessment Criteria
1 2 3

Percentage 25% 25% 50%

Formation Group preparation and Class discussion Final exam

presentation participation

Grade Group Individual Individual

Assessment Other groups Instructor Instructor

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9. Assessment Criteria
Assessment 1:
Group preparation and presentation
(group assignment)
• Percentage: 25%
• 7 groups;
• Draw the order and present from the
session 04 (02/11/2022) to the
session 10 (14/12/2022).

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 Assessment 1
1. Summarize the topic by multiple
sources and ways (20%):
– Provided textbook and other references
(different examples/case studies in books);
– Assumptions: video clip, plays (comedy!);
– Others .
2. Multiple choice questions: Assignment
– Prepare 50 multiple choice Q&A (3 levels:
20 easy; 20 intermediate; 10 hard).
– Crosschecked by discussing and test in class.

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 Assessment 1
Group grade by assessment paper
from 5 other groups:
- Preparation (10%)
- Presentation (10%)
• 5% from the instructor: Assignment
of multiple-choice questions.

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 Group Preparation

• Submitting assignment preparation

slides and Q&A via email to the
instructor and all class members at
least 24 hours before presentation.
• Following assessment criteria.
• 10%

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 Group Presentation

• 10%
• Time limit: max. 225 minutes:
– Theory presentation (including all of
media use): max 90 minutes;
– Questions & break: 25-35 minutes;
– Multiple choice Q&A: max 60 minutes.
– Q&A: 40 minutes.

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 Group Presentation
• No READING.
• Media:
– Power Point slides: no limit -> be careful
with the font size and colors;
– Chart/Maps;
– Video clip/Tape recorder;
– Plays/Game show;
– Others.

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9. Assessment Criteria (cont.)
Assessment 2:
Class discussion participation
• Percentage: 25% (assessed by the
instructor);
– Positive participation on discussion
(Q&A) at classroom and on LMS.
– Individual report after seminars of
guest speakers.

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9. Assessment Criteria (cont.)
Assessment 3:
Final exam

• Percentage: 50%.
• Open-book exam.
• Multiple choice questions: 40.
• 60 minutes.
• In English.

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 10. Result Appeal

• An appeal procedure may be initiated

by the student if he/she is not
satisfied with the results of
assessment 1, 2;
• Students should directly contact the
instructor for the appeal;
• Not later than the session 10!

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 11. Others
Time:
• In (+/- 10m): 7:00am;
• Break (15m): 8:40am;
• Back (+/- 5m): 8:55am;
• Out (+/- 10m): 11:00am.

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 11. Others
Time:
• In (+/- 10m): 1:00pm;
• Break (15m): 2:40pm;
• Back (+/- 5m): 2:55pm;
• Out (+/- 10m): 5:00pm.

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 11. Others (cont.)

• Relax, comfortable, friendly!

• Questions/requests to the
instructor?
-> Via email, FB or directly at the
class. Welcome!

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