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.
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.
- The main ways 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.
Below you can find the main topics that will be covere:
-Brands and Brand Management.
-Brand Identity and Brand Positioning
-Launching the Brand, planning and implementing Brand Marketing
-The challenge of growth in mature markets.
-Integrating Marketing Communications.
-Digital Brand decisions.
-Measuring and interpreting Brand Performance. Brand Simulation
-Designing and implementing Branding Strategies
-Naming New Products and Brand Extensions
-Brand Architecture and Brand Portfolio.
-Managing Global Brands.
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. We will do a Brand Simulation Game using a multimedia platform. With a clear focus on Targeting and Positioning.
Class dynamics will cover following elements:
- Conceptual elements.
- Class discussion about learnings.
- Real Examples.
- Case study discussion.
- Brand Simulation Game.
The final grade consists of four parts:
Your active participation in the learning process through consistent attendance and contribution to class debate
Presentation, Exams & Cases
Brand Simulation Game
Final Project
1st) Class Participation: COME TO CLASS, ON TIME and PREPARED to take part in the case discussions and other activities. You will be assessed on the QUALITY of your comments and your ability to CONNECT with and build upon the comments made by your colleagues.
2d) Attendance: A minimum of 80% is required.
3d) Exams / presentations: The discretion of the teacher Tests may exams or presentations. You have to approve both exams (or pass all presentations) or, if you didnt reach the 5/10 in one of the two you have to compensate in the other to reach as an average the 5/10.
4th) Brand Simulation Game: The course will incorporate the use of a brand simulator. The grading of this part will depend on the result obtained, the proposed strategy and the quality of implementation equally.
Required Text and other reading.
Kevin L. Keller. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Third Edition. Pearson International Edition.