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MKT312 - Strategic Brand Management |
Second Term, 2011-2012
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Course Description
(Prerequisite: BUS205 -
Marketing Management)
One of the most effective tools to
differentiate products or services from competitors is an organization's brand
identity. Strong brands will transcend industries and provide an organization
with one of its most valuable assets. Hence, strategic brand management is one
of the host marketing topics in recent years. To blend the theory and practice
of brand management, this course provides students with the knowledge and skills
needed to develop, manage and promote the core values of an organization's brand
in competitive markets. Particular emphasis will be placed on the design
of marketing programs to build brand equity. Students are expected to have
developed a basic understanding of brand management concepts and principles
through readings, case studies, and a course project for practical application
and experiential learning.
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Lecturer
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Download
Area
Course Description
and Schedule
Lecture Notes
(password protected zip files)
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Lecture |
Topic
Covered |
Download
Area |
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1 |
Introduction
(Chapter 1)
What is a
Brand? |
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2 |
Managing Brands Over Geographic Boundaries
(Chapter 14) |
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3 |
Brand Equity
(Chapter 2)
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4 |
Feb 21: Assignment
1 |
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5 |
Brand Positioning and Values
(Chapter 3) |
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6 |
Brand Elements
(Chapter 4) |
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7 |
Designing Marketing Programs to Build Brand Equity
(Chapter 5 & 6)
Mar 13: Project Summary
Submission |
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8 |
Leveraging Secondary Brand Knowledge
(Chapter 7)
Mar 22: Assignment 2 |
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9 |
Branding Strategies
(Chapter 11) |
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10 |
Brand Extensions
(Chapter 12) |
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11 |
Project Presentation |
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12 |
Project Presentation |
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13 |
Managing Brands Over
Time
(Chapter 13)
Apr 26: Project
Submission |
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15 |
Course
Review and Exam Preparation
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Last Updated: 26 January 2012
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