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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 360"
COURSE NAME: "Brand Management"
SEMESTER & YEAR:
Spring 2021
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SYLLABUS
INSTRUCTOR:
Anna Fiorentino
EMAIL: [email protected]
HOURS:
TTH 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
MKT 301
OFFICE HOURS:
Upon scheduling requested by students
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COURSE DESCRIPTION:
During the course students will undertake studies on brand assessment, goal setting, defining brand identity and equity, analysis of stakeholders, successful integrated marketing communication strategies, and measurement and strategic brand audit. Students will complete a group project where they choose a brand or create their own and take on the role as brand manage to build, manager and market a brand using successful public relations, communications, and media strategies.
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SUMMARY OF COURSE CONTENT:
During the course students will undertake studies on Brand Assessment, Brand Vision and Strategy, Brand Equity and Identification of Target Audiences; Crafting a Communication Strategy; Establishing the Communication Strategy; Understand Brand Architecture, Brand Extension and Stretching; Brand Performance Measurement and Strategic Brand Audit. Teaching methodology includes group projects and case studies where students will focus on building, managing and marketing a brand.
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LEARNING OUTCOMES:
By the end of this course, students will be able to:
1. Gain a deep understanding of brand building and management from both a consumer and company perspective.
2. Assess brand strength, brand architecture and brand extension opportunities and develop brand positioning statements.
3. Construct the mix of marketing tools to successfully build and communicate the brand.
4. Identify the appropriate quantitative and qualitative tools to measure brand performance.
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands | Carolina Rogoll | Allwort Press | 978-1-62153-463-1 | | | | | |
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REQUIRED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| The Brand Report Card | Kevin Lane Keller | Harvard Business Review, January–February 2000 | | | |
| Strategic Brand Management | Kevin Lane Keller | Pearson | 978-0-273-77941-4 | | 4th Edition; available online |
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Interbrand Best Global Brands 2020 | Interbrand | Interbrand | | | https://interbrand.com/best-brands/ |
| Positioning statement example | Udemy.com | Online - https://blog.udemy.com/positioning-statement-example | | | |
| How to write market positioning statements | Ecornell | Online - http://blog.ecornell.com/how-to-write-market-positioning-statements/ | | | |
| People don't buy products, they buy better versions of themselves | Z. Nethercutt | Online - https://medium.com/s/buy-yourself/people-dont-buy-products-they-buy-better-versions-of-themselves-d481390bfcee | | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class participation | | 10% |
| Group assignment final term | | 15% |
| Group assignment mid-term | | 15% |
| Midterm exam | | 25% |
| Final Project | | 35% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
A = 100 - 95
A- = 94- 90
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
B+= 89- 85
B = 84- 80
B-= 79-75
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
C+ = 74-70
C = 69-65
C- =64-60
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
Below 60
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
Class attendance is highly recommended because the majority of the content of the course is covered in classes. After the first absence, the students will lose 2 percentage points on the total grade, after 3 cumulative absences, the student will be unable to sit in the final exam or complete the final projects. The participation to the group projects and the mid-term exam are mandatory, in case of unexcused absence, the student will lose all the points of the graded exercise.
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ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic
dishonesty will receive a failing grade on the work in which the dishonesty occurred.
In addition, acts of academic dishonesty, irrespective of the weight of the assignment,
may result in the student receiving a failing grade in the course. Instances of
academic dishonesty will be reported to the Dean of Academic Affairs. A student
who is reported twice for academic dishonesty is subject to summary dismissal from
the University. In such a case, the Academic Council will then make a recommendation
to the President, who will make the final decision.
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STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap.
Students with approved accommodations must inform their professors at the beginning
of the term. Please see the website for the complete policy.
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SCHEDULE
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COURSE SCHEDULING
****Review/Scan links in lecture before class*****
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DATE
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Topics
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Assignments
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Week 1
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Introductions; Course Syllabus/Overview;
What is a Brand and why is Branding Important? Insights from the top 100 Best Brands
What it Takes for Companies to Successfully Implement Brand Management
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Read Chapters 1 & 2; article "People don't buy brands, they buy better versions of themselves"
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Week 2
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Team talk on Branding
Core Elements of Strong Brands
The Brand Report Card (BRC)
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Continue w/ Ch. 1 & 2
Read The "Brand Report Card"
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Week 3
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The Brand Report Card – continued
Briefing on BRC Group Assignment
The Brand Management Framework
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Continue w Chapter 1
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Week 4
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Group graded assignment: presentations – Brand Report Card
Brand Assessment and goal Setting
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Due: Brand Report Card. Group presentation on BRC
Chapter 4
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Week 5
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The Brand Resonance Model
Segmentation
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Chapter 3 Keller's book
Chapter 6
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Week 6
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Targeting and Buyer Personas
Brand Architecture and Brand Portfolio
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Chapter 6
Chapter 11 Keller's book
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Week 7
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Brand Extension
Mid-term Exam - written, open-ended questions
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Chapter 11 Keller's book
Review of all topics so far
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Week 8
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Deep dive on Brand extension: case study, team discussions
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Case study material will be available on Moodle |
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Week 9
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Brand Positioning
Positioning Statements; briefing on group graded assignment
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Pages 79-97 Keller's Book
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| Week 10 |
Brand Communication Strategy
Media Planning
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Pages 149-183
Chapter 8
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Week 11
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Group graded assignment: Presentation of Brand Positioning Statement
Marketing mix for brand performance
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Chapters 9-10 |
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Week 12
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Measuring Brand Performance
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Chapter 12
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Week 13
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Emerging trends in Brand Management
Case study discussion
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Articles and case will be available on Moodle
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Week 14
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Review day
Final exam
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