Lingnan University Department of Marketing and International Business Course Description and Schedule 1st Term

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1 Lingnan University Department of Marketing and International Business Course Description and Schedule 1st Term MKT STRATEGIC BRAND MANAGEMENT Instructor: Prof. Patrick Poon patpoon@ln.edu.hk Tel: Office: SEK101/4 Office Hours: Mon 2:00-5:00pm; Tue 2:30-3:30pm Time and Venue (MKT4321-1) Mon 11:30am-1:00pm MBG10 Thur 11:00am-12:30pm MBG10 Time and Venue (MKT4321-2) Tue 3:30-5:00pm MBG10 Thur 9:30-11:00am MBG10 Course Description and Objectives: Prerequisite: BUS2205 Marketing Management No. of credits: Three 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 hot 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 obtain a basic understanding of brand management concepts and principles through readings, case studies, and a course project for practical application and experiential learning. Learning Outcomes: On completion of this course, students will be able to: 1. Explain the concepts and theories of brand management, including brand image, brand positioning, brand equity, brand extensions, brand relationships, and consumer responses to brand strategies; 2. Have a good knowledge on the strategies that business organizations use to develop, manage and promote the core values of their brands in competitive markets; 3. Apply the brand management concepts to analyze, understand and interpret brand management strategies used by the existing marketing firms; 1

2 4. Work in a team to apply necessary concepts to design a new marketing program to build brand equity. Measurement of Learning Outcomes: 1. Continuous assessment requires students individually or in groups to explain the applications of concepts, theories and principles of brand management in real life problem situations. 2. Mid-term test and class assignments are used to test students understanding of specific concepts and practices underlined by trade and academic articles. 3. Mini case studies require students to analyze and interpret the brand management strategies for successful brands. Students in groups are expected to discuss the applications of relevant concepts and practices in real business case scenarios. 4. Final examination specifically requires students to apply knowledge and past learning in addressing the case and examination questions. Indicative Content: Brands and Brand Management: brand equity concept, and strategic brand management process. Developing a Brand Strategy: customer-based brand equity, brand positioning, brand resonance, and brand value chain. Designing and Implementing Brand Marketing Programs: choosing brand elements, designing marketing programs, integrating marketing communications to build brand equity, and leveraging secondary brand associations. Growing and Sustaining Brand Equity: designing and implementing brand architecture strategies, introducing and naming new products, brand extensions, managing brands over time and geographic boundaries. Required Textbook: Kevin Lane Keller (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th edition). Harlow: Pearson Education. 2

3 Suggested Sources of Updated Readings: Additional Supplementary Readings: 1. Kevin Lane Keller (2003), Best Practice Cases in Branding: Lessons from the World s Strongest Brands. NJ: Prentice Hall. 2. Mark Uncles (2011), Perspectives on Brand Management, Tilde University Press. 3. Leslie de Chernatony, Malcolm McDonald, & Elaine Wallace (2011), Creating Powerful Brands (4th edition), Butterworth-Heinemann. 4. Interbrand ( Academic Journals Journal of the Academy of Marketing Science Journal of Consumer Research Journal of Marketing Journal of Marketing Research Journal of Retailing Journal of Brand Management Journal of Product & Brand Management Important Note: Supplementary readings are not mandatory, but they should be read selectively to give you a broader, deeper and more critical understanding of the materials presented in this course. Keep in mind that they have been chosen to illustrate a point or provide a perspective on a subject under discussion, but you should try to track down additional readings. 3

4 Assessment: Mid-term Test Group Assignment 10% 10% Group Project - Presentation 15% - Project write-up 15% 30% Class Participation 10% Final Examination 40% *Total 100% *Students shall be aware of the University regulations about dishonest practice in course work and the possible consequences as stipulated in the Regulations Governing University Examinations. Academic dishonesty and plagiarism will automatically result in a failing grade. 1. Mid-Term Test There will be a one-hour quiz with multiple-choice questions (19 Oct. 2015, 6:00-7:00pm). All students are required to take the test. Make-up test will be given only to those with legitimate reasons and proper documentation. 2. Group Assignment One assignment will be given to each group. Each group is required to submit the assignment report on 5 Nov Each group has to conduct a presentation (15 minutes) for the assignment. Only hardcopy of the assignment is accepted. The write-up must be in 12-point font (1.5-spaced) and should not exceed 8 pages (including all figures, appendices, and references). The purpose of this assignment is to help you to: - identify and analyze brand management issues within particular business contexts; - evaluate and assess the information presented to you, in order to make informed suggestions for the purpose of managing brands. 3. Group Project You are required to form a group consisting of 4-6 members, based on your own composition. Each group needs to select one prominent brand for the project. All group members should attend the scheduled meetings and contribute to discussion, analysis and writing of project report. A project guideline will be distributed in due course. Students are required to conduct a brand management project. The main purpose is to critically evaluate some of the key issues relevant to the particular brand selected by the group and provide recommendations for the organization through the process of a brand 4

5 audit. The audit should result in recommendations to improve brand equity, brand positioning, brand management, and marketing effectiveness. In addition to the final project presentation and report, each group needs to prepare a proposal presentation that briefly describes the project idea (5-10 minutes) and submit a project proposal (1-2 pages) on 29 Oct The final project presentation will last about 25 minutes (20 minutes for presentation and 5 minutes for Q&A session). A copy of Powerpoint slides should be submitted just before the presentation. The exact presentation schedule will be announced in due course. The project report is due on 2 Dec No late report will be accepted. Only hardcopy of the project report is accepted. The report must be in 12-point font (1.5-spaced) and must not exceed 18 pages (including all figures, appendices, and references). A variety of sources should be used to complete the project. You should consult business publications, trade magazines, journal articles, books, and company sources such as annual reports and websites. Market research evidence would be good to see (if you get hold of any). 4. Class Participation It is important for you to learn from each other in class by sharing your viewpoints and experiences. Please be active in class discussion. Credits will be given to those who have made relevant points in class discussion and informal assignments. Students will lose participation marks for low attendance, consistent lateness, and disturbing behaviors. 5. Final Examination There will be a two-hour written examination at the end of the academic term. Most of the materials taught in the course will be covered. Student Conduct and Behavior You are expected to conduct yourself with consideration and respect for the needs of your fellow students and the instructor. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class. Your regular and punctual attendance at lectures is expected in this course. Following the University regulation, your instructor has the right to disallow a student to attend the final examination if the class attendance is less than 75%. 5

6 Self-study is important. You cannot expect to develop the desired level of knowledge and skill from merely attending lectures and tutorials. There is a course textbook read it! Also, your attention is drawn to supplementary readings you are not expected to read all of these, but you should study a selection of them which can inform your thinking and your work. In particular, many of the readings will highlight alternative perspectives and they will help you enhance your skills in making critical evaluations of the key issues discussed in class. Keeping Informed You should take note of all announcements made in class or via the University s Moodle/ system. From time to time, your instructor will keep you updated about the learning process. Peer Evaluation To evaluate individual contribution to each group assignment, a peer evaluation will be conducted at the end of the term. Each team member is required to fill in a team evaluation form to assess group members performance for both group based assignment and term project. Ideally, all members of each group will receive the same mark. However, some individuals may be assigned different marks if there are consistently poor group work and contributions. Therefore, you should make your group work effectively to ensure the delivery of high quality output. Remarks Course materials and lecture slides can be downloaded from the course website at: (password protected) 6

7 MKT4312 Strategic Brand Management Course Schedule (1st Term, ) Week Topics Activities Chapter Week 1 (1-7 Sep) Introduction What is a brand? Discuss course requirements No Class: 3 Sep (special holiday) 1 Week 2 (8-14 Sep) Managing brands over geographic boundaries and market segments Group formation 14 Week 3 (15-21 Sep) Week 4 (22-28 Sep) Week 5 (29 Sep-5 Oct) Week 6 (6-12 Oct) Brand equity Group project briefing 2 Brand resonance and brand value chain Announce group assignment No Class: 28 Sep (day after Mid- Autumn Festival) Brand elements No Class: 1 Oct (National Day) 4 Designing marketing programs to build brand equity 3 5 Week 7 (13-19 Oct) IMC to build brand equity Mid-term Test: 19 Oct; 6:00-7:00pm 6 Week 8 (20-26 Oct) Leveraging secondary brand associations, and brand equity measurement 7 & 8 Week 9 (27 Oct-2 Nov) Brand architecture strategies Project Proposal Submission and Presentation: 29 Oct 11 Week 10 (3-9 Nov) Brand extensions Brand extensions * Group Assignment Due: 5 Nov 12 Week 11 (10-16 Nov) Week 12 (17-23 Nov) Week 13 (24-30 Nov) Week 14 (1-2 Dec) Managing brands over time 13 Project Presentations 1 2 No Class: 17 Nov (Congregation) - Project Presentations 3-4 Project Presentations Course Review and Exam Briefing * Project Report Due: 2 Dec - 7

8 MKT4312 Strategic Brand Management Peer Evaluation Form Student s Name: Section Group Assume that you have $100 to divide among the members of your team (including yourself) based on each member s overall contribution to the group assignment and the group project. The team member whose contribution was the greatest should receive the largest share of the $100. The member whose overall contribution was smallest would receive the smallest amount. In the space below, please write the names of your team members (including yourself) and the dollars you feel they deserve: Name Group Assignment Group Project TOTAL: $100 $100 Now, use the following space to write a few sentences explaining the major strengths of the strongest member of your team and the major weaknesses of the weakest member of your team (excluding yourself): Strongest member s name: Comments: Weakest member s name: Comments: 8