Branding has become a very critical tool for achieving and maintaining success in marketing. This course is designed to focus on the strategic brand management process and will cover concepts/issues/approaches in building, measuring and managing brand equity. Hence, the objective will be to get an in-depth understanding of branding and strategic brand management and their applications in practice. The format of the course will be a combination of lectures, in-class case discussions and assignments.
Brand Management (MKTG 522)
Programs\Type | Required | Core Elective | Area Elective |
Leaders for Industry Industrial Engineering - Non Thesis | * | ||
MBA - Non Thesis | * | ||
MBA - Non Thesis | * |
CONTENT
OBJECTIVE
The objective of the course is to get an in-depth understanding of branding and strategic brand management and their applications in practice
LEARNING OUTCOMES
- Upon completion of this course, students should be able to: 1. Assess branding issues and opportunities as part of the marketing strategy 2. Apply branding concepts and tools in a variety of contexts to analyze marketing and strategic problem situations and make recommendations 3. Use a systematic framework for developing branding strategy and implementation programs 4. Discuss alternative branding decisions in various marketing contexts.
PROGRAMME OUTCOMES
1. Develop the ability to use critical, analytical, and reflective thinking and reasoning 5
2. Reflect on social and ethical responsibilities in his/her professional life. 4
3. Gain experience and confidence in the dissemination of project/research outputs 5
4. Work responsibly and creatively as an individual or as a member or leader of a team and in multidisciplinary environments. 5
5. Communicate effectively by oral, written, graphical and technological means and have competency in English. 5
6. Independently reach and acquire information, and develop appreciation of the need for continuously learning and updating. 5
1. Develop, interpret and use statistical analyses in decision making. 1
1. Demonstrate an understanding of main functional areas of management. 5
2. Develop the ability to integrate and apply business knowledge in novel situations. 5
3. Understand the global and local business context and incorporate cultural context and complexities into their managerial practice. 5
Update Date:
ASSESSMENT METHODS and CRITERIA
Percentage (%) | |
Midterm | 40 |
Assignment | 10 |
Participation | 10 |
Group Project | 40 |
RECOMENDED or REQUIRED READINGS
Textbook |
Kevin Lane Keller, Strategic Brand Management |