Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.

Brand management

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Description
Coke or Pepsi? Apple or Samsung? Barcelona or Madrid? Why people prefer one or another brand? During this course the idea is to understand the relevance of a Brand and how to manage it. The course will cover these three parts: A) At the heart of a great Brand there is a solid Identity. B)How to find a winning Positioning statement. C) Which are the set of activities that we need to build a strong brand. How you will do that? You will do a conceptual part to understand key models and concepts, and you will do a practical experience with cases, Brand Simulation and a project to launch a brand in a new market.
Type Subject
Optativa
Semester
Second
Credits
5.00

Titular Professors

Ferran Blanch Colino
Professor

Professors

Ferran Blanch Colino
Previous Knowledge

This is an advanced course of marketing in the degree program. Then, students has to come to
the class with a minimum knowledge about marketing.

Objectives

By the end of this course students should be able to talk about:
- The role of brands, the concept of brand equity, and the advantages of creating strong brands.
- How to build brand equity by properly choosing brands elements, designing marketing programs and activities.
- Measuring brand equity.
- Alternative branding strategies and how to devise brand hierarchies and brand portfolios.
- The role of corporate brands, family brands, individual brands...
- How to adjust branding strategies over time.
On the completion of this course students will be able to:
- Develop from zero a brand.
- Understand key factors to increase brand value.
- Manage a brand.
- Plan activities to build a brand.
- Brand portfolio management.
- Brand extension requirements.
- Brand hierarchy management.

Contents

- Brands and Brand Management.
- Brand Identity and Brand Positioning. Case 1 description & solution.
- Launching the Brand, planning and implementing Brand Marketing Programs. Case 2 description & solution.
- The challenge of growth in mature markets. Case 3 description & solution.
- Integrating Marketing Communications. Case 4 description & solution.
- Measuring and interpreting Brand Performance. Brand Simulation.
- Designing and implementing Branding Strategies. Case 5 description & solution. Brand Simulation.
- Naming New Products and Brand Extensions. Case 6 description & solution. Brand Simulation.
- Brand Architecture and Brand Portfolio. Brand Simulation.
- Brand Simulation wrap-up
- Course wrap-up.

Methodology

The learning experience is based on a range of teaching methods that seek to foster your understanding of the brand management. The classes will be dynamic only if students come to class prepared and willing to contribute to class discussion.
The class will draw on lectures which will concentrate on the brand and branding concepts, case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on the vast array of multimedia sources such as videos, podcasts and blogs to supplement written material. For the first time, we will do a Brand Simulation Game (Brand Pro) using a multimedia platform. With a clear focus on Targeting and Positioning, BrandPRO is designed to fit 3 hours sessions. In this serious business game, participants have to develop sound strategies for their two brands over 5 simulated years, and get ahead of two virtual but fierce competitors (to know more http://web.stratxsimulations.com/simulation/brandpro/)
Class dynamics will cover following elements:
- Conceptual elements.
- Class discussion about learning’s.
- Real Examples.
- Case study discussion.
- Brand Simulation Game.

Evaluation

Your final grade consists of:
- Your active participation in the learning process through consistent attendance and contribution to class debate (20%)
- Class presentation, Exams & Cases (20%)
- Brand Simulation Game (30%)
- Final Project (30%)

Evaluation Criteria
Basic Bibliography

- Kevin L. Keller. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Third Edition. Pearson International Edition.
- J.N. Kapferer. The New Strategic Brand Management: Creating and sustaining brand equity long term. 4th Edition. Ed. Kogan Page.
- P. Kotler and G. Amstrong. Principles of Marketing. 13th Edition. Pearson.
- Aaker. Managing Brand Equity. Free Press.

Additional Material

Relevant webpages:
- http://www.marketingweek.co.uk - marketing industry web from the UK (deals with major marketing trends, actions from Europe as well as other international markets)
- http://www.businessweek.com - general business web, but has a strong marketing focus (US oriented)
- http://www.fastcompany.com - the internet home of Fast Company Magazine featuring innovative ideas, people, and companies
- http://www.marketingpower.com - American Marketing Association Website
- http://www.marketingsherpa.com - practical guide to implementing marketing strategies
- http://www.adage.com - information and insight into the advertising industry
- http://www.mplans.com - resources on marketing plans