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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 360 H"
COURSE NAME: "Brand Management - HONORS (This course carries 4 semester hours of credits. A minimum CUM GPA of 3.5 is required)"
SEMESTER & YEAR:
Spring 2021
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SYLLABUS
INSTRUCTOR:
Anna Fiorentino
EMAIL: [email protected]
HOURS:
TTH 8:30-9:45 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 equity and target; Crafting a Communication Strategy; Establishing the Marketing, Communications, Public Relations and Media Strategies; Building the Marketing Plan; 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 | Online http://brandabout.ir/wp-content/uploads/Keller_Strategic_Brand_ManagementBookFi.pdf | | | Additional textbook for Honors students only. Selected chapters and assignments given during the course |
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Interbrand_Best_Global_Brands_2019 | Interbrand | https://www.interbrand.com/wp-content/uploads/2019/10/ | | | |
| How to write market positioning statements | Ecornell | Online - http://blog.ecornell.com/how-to-write-market-positioning-statements/ | | | |
| Positioning statement examples | Udemy | Online - https://blog.udemy.com/positioning-statement-example | | | |
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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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Lecture 1
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Introductions; Course Syllabus/Overview;
What is a Brand? 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
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Lecture 2
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Why is Branding Important?
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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Lecture 3
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The Brand Report Card – continued
Briefing on BRC Group Assignment
Brand and Market Assessment; SWOT Analysis
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Read Chapter 3
Assignment - Identify 4 brands you believe match at least 7 attributes in BRC
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Lecture 4
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Creating a Brand Vision
Defining the Brand Strategy
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Chapter 4
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Lecture 5
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Brand Equity
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Chapter 5
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Lecture 6
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Group assignment: presentations – Brand Report Card
Brand Equity cont’d
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Due: Brand Report Card. Group presentation on BRC
Chapter 5
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Lecture 7
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Identifying Target Segments for a Brand
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Chapter 6
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Lecture 8
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Targeting and buyer personas
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Chapter 7
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Lecture 9
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Brand architecture and brand portfolio
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Chapter 11 Keller's book
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Lecture 10
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Brand Extension
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Cont Chapter 11 Keller's book
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Lecture 11
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Chapters 1-8; readings
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Lecture 12
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Case study analysis and discussion: Longchamp
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Case material will be distributed in advance
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Lecture 13
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Brand Positioning and Positioning Statements
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Pages 79-97 Keller's Book
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Lecture 14
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Brand Communication Strategy
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Pages 149-183 Star Brand Book
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Lecture 15
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Media Planning; role of social media
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Chapter 8
Link: Branding In The Age Of Social media
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Lecture 16
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Marketing mix for brand performance
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Chapters 9-10 Star Brands book
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Lecture 17
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Group Presentation of Brand Positioning Statement assignment
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Due: Brand positioning statement
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Lecture 18
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Measuring brand performance
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Chapters 11-12 Star Brands book
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Lecture 19
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Emerging trends in brand management
Case exercise
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Readings on cases
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Lecture 20
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Review Day
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Students to submit questions; discussion
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Lecture 21
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Final exam
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All materials since mid-term
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