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Institute ofBusiness Management
College of Business Management
Brand Management Code: MKT 511Course Outline, Assignments &
Learning Objeti!es
"ault#: $ja% asa#
1' Aims and Objeti!es:This course is designed to introduce the
concept of brands, brandequity, brand identities, the value of
brand as an asset and howthey deliver value to all the stakeholders
including the company.Students will develop appreciation of brand
architectures, brandproduct relationships, brand vision and brand
positioning. Thestudents will learn the skills needed to visuali!e,
create, launch,and manage brands. Students will also learn
techniques to growand manage single brands and brand portfolios
throughe"tensions and handling brand name changes by proper
planningand techniques, especially through use of brand metrics,
andbrand activations.
Students will be e"posed to contemporary developments inbranding
theories and brand management techniques by the useof new
literature on the sub#ect, best practices $ case studies.
%. (re)re*uisites& 'rinciples of Marketing $
MarketingManagement.
(. Intended Learning Outomes
a. )nowledge and understanding*+ ole of brand management in the
changing businessenvironment
%+ Brand concepts in the contemporary conte"t(+ -pportunities
and challenges in the creation and
management of brands.+ /mportance of innovation for brands.0+
Brand metrics.
b. /ntellectual skills
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8/13/2019 BM Course Outline Fall 2013
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*+ 1naly!ing brand practices in the country and in
globalmarkets.
%+ 1nticipating, accepting or influencing change in
themanagement of brnads.
(+ Challenging the status quo.
c. 'rofessional and practical skills
*+ 1naly!ing business case studies%+ 'articipating productively
in group discussions
d. 2eneral and transferable skills*+ 3riting summaries of
articles $ case studies%+ 3orking in teams.
+' Teaing Metodolog#:a. 4ach session would normally begin with a
quick recap
of concepts discussed in the previous session.
b. The normal teaching methodology will consist ofinteractive
class discussions, based on te"tbookchapters, case studies, $ other
reading assignmentsnotified or distributed, as a followup of the
precedingsession. Students participating in class discussions
willbe rewarded.
c. eading assignments will consist of book chapters,case studies
and other relevant handouts and
research studies.
d. Students will be encouraged to take notes duringclass, in
order to enhance retention of concepts. Softcopies of every class
presentation will be madeavailable after every session.
e. 5aunches of new brands in the market will bediscussed and
students will be encouraged to comewith such materials to class for
discussion.
Attendane:Students are e"pected to attend all sessions to
benefit frompoints outside of the shared material, spontaneously
highlightedduring class discussions. 1llowed absences should only
be utili!edin case of illness or emergencies. Students not meeting
theattendance requirement stipulated by /oBM shall do so at
theirown risk..
-#llabus:
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-ession
To.is /eading0AssignmentAndCases
Learning Objeti!es
* $ % a+ /ntroductio
nb+ Term'ro#ectbriefing
c+ 6nderstanding Brands
Understanding contemporary branding
Responsibilities of brand management
Brand identity, personality &
positioning
Role of brand communities
Understanding brand equity
( $ Developing/Managing Brands
Ch. %7Te"tbook
Reviewing key principles of strategic brandmanagement
ew rules of brand management
ew brand realities
Building t!e brand in reverse
"!e #$%
%
brand eperience '!allenges of brand management
0 $ 8 Brand (dentity &)ositioning
Ch. 07Te"tbook
9eveloping brand identity
The need for identity and
positioning
:our questions& focus onpositioning
1pproaches to positioning
Brand identity prism.
; $
*
Multibrandportfolios
Te"tbook $Casestud#:Te-6at7rou.
'ortfolio si!emanagement
Benefits of multiplebrands
5inking portfolio andsegmentation
)ey rules to managemultibrand portfolios
*? 8ndMid)Term $9am
*;$%$%?
Term 'ro#ect'resentations
%;$(? ?
Assessment::inal 4"am
