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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 360-2"
COURSE NAME: "Brand Management"
SEMESTER & YEAR: Fall 2022
SYLLABUS

INSTRUCTOR: Alessandro Feri
EMAIL: [email protected]
 HOURS: TTH 8:30-9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: MKT 301
OFFICE HOURS: To be scheduled upon students' request
COURSE DESCRIPTION:
During the course, students will undertake studies on strategic and operational brand management. Topics will cover brand assessment, goal setting, building brand equity, benefit-based segmentation and targeting, buyer persona, brand communication and media planning, integrated marketing strategies and brand measurement and strategic brand audit. The course will leverage case discussions, team work and active research by students.
SUMMARY OF COURSE CONTENT:

The aim of this course is to further develop the student’s knowledge and understanding of brand management. Through in depth analysis and critical evaluation of brand management theories, students will be able to fully appreciate the value of a brand to organisations and propose a brand development strategy. The following topics are covered in the course:

1. Introduction to Brands and Brand Management
2. Beyond the Functionalism of a Brand
3. Brand Equity
4. Brand Positioning
5. Brand Extension and Secondary Associations in Branding
6. Branding and Consumers
7. Internal, Service and B2B Branding
8. Communication and Digital Branding
9. International Branding Strategy
10. Brand Crisis and Recovery
LEARNING OUTCOMES:

Upon completing the module you should be able to:

1. Demonstrate clear understanding of brands and brand strategy
2. Critically review brand management theories
3. Analyse different foundations that are used to value brands
4. Formulate, evaluate and justify brand development decisions 
5. Demonstrate creativity and inventiveness
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Strategic Brand Management: Building, Measuring, and Managing Brand EquityKevin Lane Keller and Vanitha SwaminathanPearson9781292436456 5th Global EditionEbook  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm examA set of questions to assess your grasp of the course materials and identify areas you need to work on.15%
Midterm group presentationGroup presentation (10-15 minutes). This assignment is aimed at laying the foundations for the group report. You will get constructive feedback on your idea from both the professor and students. 20%
End term group reportGroup report (3/4 students, 4000 words +/- 10%). Create a brand management strategy for a new brand on the market.30%
Final examClosed book examination: you will be asked to answer two questions from a total of five. Each question will address topics covered in the lectures and tutorials.25%
Class attendance and participationClass attendance is mandatory and critical to the success of class discussions. Participation will be assessed based on active contributions, questions, comments and reflections.10%

-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.
BThis is highly competent level of performance and directly addresses the question or problem raised. There is a demonstration of some ability to critically evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
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.
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.
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 mandatory and critical to the success of class discussions.
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.
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.
SCHEDULE

Week 1         Introduction to the Module and Assessments

Week 2         Introduction to Brands and Brand Management

Week 3         Beyond the Functionalism of a Brand

Week 4         Brand Equity

Week 5         Brand Positioning

Week 6         Brand Extension and Secondary Associations in Branding

Week 7         Assessment session

Week 8         Group presentations

Week 9         Branding and Consumers

Week 10       Internal, Service and B2B Branding

Week 11       Communication and Digital Branding

Week 12       International Branding Strategy

Week 13       Brand Crisis and Recovery

Week 14       Formative assessment

Week 15       Final exam