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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 360-1"
COURSE NAME: "Brand Management"
SEMESTER & YEAR:
Fall 2023
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SYLLABUS
INSTRUCTOR:
Alessandro Feri
EMAIL: [email protected]
HOURS:
TTH 3:00 PM 4:15 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
MKT 301
OFFICE HOURS:
To be scheduled upon students' request
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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.
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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 organizations and develop a brand management strategy.
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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
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Strategic Brand Management: Building, Measuring, and Managing Brand Equity | Kevin Lane Keller and Vanitha Swaminathan | Pearson | 9781292436456 | | 5th Global Edition | Ebook | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Midterm exam | A set of questions to assess your grasp of the course materials and identify areas you need to work on. | 10% |
| Midterm group presentation | Group presentation (10-15 minutes). This assignment is aimed at laying the foundations for the end term group presentation. You will get constructive feedback from both the professor and students.
| 20% |
| End term group presentation | Group presentation (20 minutes + 5 minutes Q&A). Create a brand management strategy for a new brand on the market. | 25% |
| Final exam | Closed 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 participation | Class attendance is mandatory and critical to the success of class discussions. Participation will be assessed based on active contribution during the class activities, questions, comments and reflections. | 20% |
-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.
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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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Week 1 Introduction to the Class 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 Group presentations
Week 7 Brand Extension and Secondary Associations in Branding
Week 8 Branding and Consumers
Week 9 Internal, Service and B2B Branding
Week 10 Communication and Digital Branding
Week 11 International Branding Strategy
Week 12 Brand Crisis and Recovery
Week 13 Group presentations
Week 14 Exam preparation
Week 15 Final exam
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