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.
Below you can find the main topics that will be covered. The order in which they are covered will vary depending professor criteria and student implication.
1 Objective: Program outlines. Presentation.
2 Objective: Brands and Brand Management.
3 Objective: Brand Identity and Brand Positioning (1). Case 1 description & solution.
4 Objective: Launching the Brand, planning and implementing Brand Marketing Programs (1). Case 2 description & solution.
5 Objective: The challenge of growth in mature markets. Case 3 description & solution.
6 Objective: Integrating Marketing Communications. Case 4 description & solution.
7 Objective: Measuring and interpreting Brand Performance. Brand Simulation.
8 Objective: Designing and implementing Branding Strategies (1). Case 5 description & solution. Brand Simulation.
9 Objective: Naming New Products and Brand Extensions. Case 6 description & solution. Brand Simulation.
10 Objective: Brand Architecture and Brand Portfolio. Brand Simulation.
11 Objective: Brand Simulation wrap-up.
12 Objective: Course wrap-up.
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, Brand Pro 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 learnings.
- Real Examples.
- Case study discussion.
- Brand Simulation Game.
Below are the evaluation criteria for each part:
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.
Revision Date: Once the semester is over and final grades posted, there will be a time slot of a day devoted to revision.
Retake Policy: For those that will not reach the minimum to pass the course, there will be a second opportunity during retakes.
Point breakdown for the retake exam:
- 50% Written exam
- 50% Exercises and activities to be submitted
Grade will not be higher than 5.
Recommended Text:
- Kevin L. Keller. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Third Edition. Pearson International Edition.
Other sources:
- 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.
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)
- htpp://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