I n s t i t u t e o f B u s i n e s s A d m i n i s t r a t i o n C i t y C a m p u s

Transcription

1 I n s t i t u t e o f B u s i n e s s A d m i n i s t r a t i o n C i t y C a m p u s B r a n d M a n a g e m e n t MKT 561 Course Outline MBA Program Class Days: Tuesdays & Thursday Class Timing: 6:00 to 7:40 PM Course Facilitator: Noaman Ashraf Introduction: It is my pleasure to welcome you for an exciting exploration of brand management - the most critical aspect of business success in today s environment. I look forward to having a meaningful & fruitful interaction with each & every one of you during the time we are together. This however will largely depend on your active participation and attention during the class sessions. Delivery Method The course is delivered by in-class lectures, discussions, case studies & student presentations. I will expect you to be prepared in advance for the topics that are to be discussed in the session, class time will be used to emphasize and clarify SOME text material, but some additional topics will be discussed as well. This will NOT be a lecture only course. While you should expect to be frequently called on in class, you should also voluntarily discuss and ask questions. PLEASE NOTE that I will be explaining and discussing the key concepts during the class meeting and will NOT cover each & every topic/heading in the text. It is your responsibility to read the text in its entirety and ask questions / discuss issues and seek clarity if required. By large this course will be driven by case discussion and analysis. Course Objectives The course is aimed at acquitting the students with the basic as well as advanced concepts in ing, the various marketing tools and their execution in a professional context to manage and build strong brands. The students would be able to what is brand management, how to develop strong brands, how to develop, manage and enhance brand equity. What are the various strategies used to effectively manage brand over time and leveraging the brands to company advantage Week 1 (Session 1&2) Page 1 of 5

2 Why brands are valuable The objectives of brand management How to develop a strong brand What are the challenges in building strong brands Criteria for successful brand management Week 2 (Session 3&4) Positioning Elements for establishing clear positioning Mantras Key Discussion & Concepts Definitions of Sources of brand value How brands deliver value to consumers How brands deliver value to company The Objectives of What is a strong brand Key ideas to remember for brand management ing Terms essence / brand manta / Promise / Positioning / personality / Associations / Identity / Architecture / Portfolio / Master / parent brand / sub brand / brand extension / Factors making building strong brands difficult Target Markets Points of parity & points of differentiation Competitive frame of reference Updating brand positioning over time Core brand associations and how they work Strong Chapters 1 & 2 Slides from instructor s presentation 3 by Kevin Lane Keller Week 3 (Session 5 &6) Equity The components of brand equity How to build and enhance a brands Equity Elements of equity Criteria for choosing relevant elements Options and tactics for brand elements 4 Week 4 (Session 7&8) Case Analysis No. 1 Integrated Marketing Communications Challenges in designing effective IMC Elements of IMC How IMC enhances Equity Week 5 (Session 9&10) What are secondary associations? How do they affect brand equity? Role of multiple channels of communication Challenges of different channels of communications Advertising Sales promotion Events & Sponsorships Public relations and Publicity Personal selling Criteria for new brand associations Effects on existing brand knowledge Co ing Licensing Endorsements 6 Page 2 of 5

3 How to leverage them to the brands advantage? Week 6 (Session 11&12) The measurement of the sources of Equity Week 7 (Session 13&14) How to measure Outcomes of Equity Case Analysis No.2 Definitions of brand equity The 4 asset categories awareness / brand recognition & brand recall loyalty s perceived quality associations How asset categories enhance brand equity Case Analysis No.3 Based comparative approach Marketing based comparative approach Week 8 (Session1 15&16) Strategies Implementation & Designing How to adjust your brand s identity / position / execution Case Analysis No.4 Architecture hierarchy Designing a brad strategy 11 Week 9 (Session 17&18) New products Line extensions Extension Stretch Case Analysis No.5 Advantages of Extensions Disadvantages of extensions How consumer evaluate brand extensions Stretching the brand and its implications 12 Week 10 (Session 19&20) Case Analysis No. 6 Page 3 of 5

4 strategies over time Implications of consistency Reinforcing brands Revitalizing Adjustments to brand Portfolio 13 Week 11 (Session 21&22) What is Identity? How does identity enhance value? How to develop maintain and communicate Identity Identity Systems Week 12 (Session 23&24) What is Identity? How does identity enhance value? How to develop maintain and communicate Identity Identity Systems Week 13 (Session 25&26) Final Presentations Week 14 (Session 27&28) Final Presentations Case Analysis No.7 Identity definition Identity traps Breaking away from the traps A holistic view of brand identity The 4 brand identity perspectives as a product as an Organization as a Person as a Symbol Value proposition / functional / emotional /selfexpressive benefits Strong Strong Book 3 rd Edition Kevin Lane Keller Material 1, -David A 2, Managing Equity -David A 3, Positioning Grading Plan Quizzes 5 Midterms (15 each) 30 Presentation 10 Class Participation 15 Final Exam 40 Page 4 of 5

5 -Al Riese and Jack trout 4, Leadership -David A 5, Portfolio Strategy -David A 6, Kellogg on ing -Alice M. Tybout & Tim Calkins 7, Asset -Scott M Davis 8, The 22 immutable laws of ing -Al Ries & Laura Ries Page 5 of 5