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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 360"
COURSE NAME: "Brand Management"
SEMESTER & YEAR:
Spring 2024
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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:
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:
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 personas, 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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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 and define brand goals
3. Understand brand equity
4. Define brand architecture and assess brand extension strategies
5. Develop brand positioning statements.
6. Craft brand communication strategies and advertising briefs.
7. Determine media mix
8. Understand how to measure brand performance
9. Understand new approaches to marketing mix to reinforce the brand
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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 | 978-162-15346-31 | | | | | |
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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, February 2000 | | | |
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Strategic Brand Manager | Kevin Lane Keller, Vanitha Swaminathan | Pearson | 978-1292314969 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| 1. Class participation | Participation will be assessed based on active contributions in class and in teamwork; questions, comments, reflections, attendance. Participation in Industry and Company Research organized by the Library will be considered a plus, as well as the use of the forum. | 20% |
| 2. Group assignment #1: complete a "Brand Report Card" for brands of choice | Each team will be required to produce a ppt/pdf to present in class. The team will need to work on as many brands as the number of team members (e.g.,4 brands if the team has 4 members). The presentation will need to demonstrate, for each brand, how they have 5 out of 10 characteristics of strong brands. Please note: it must be a teamwork on all brands. Participant will be randomly asked to present one of the brands. Consistency in the analytical approach and in the look&feel of the presentation is required across all brands. | 20% |
| 3. Mid Term Exam | Short essays: 4 open-ended questions, paper-based, max 15 lines per answer. | 20% |
| 4. Group assignment #2 | Each team will be asked to prepare a presentation to share in class, analyzing the Brand Positioning vs. competitors and the Brand Positioning Statement for the brands selected in the Group assignment #1. As for Group assignment #1, the assignments needs to be a teamwork on all brands. Participants will be asked randomly which brand to present. Consistency in analytical approach and in the look&feel of the presentation is required. | 20% |
| 5. Final assignment | Teams to present the solution to a case study with a few pre-determined questions. Expected end product: a 4-5 ppt or pdf document to present in class and a paper of 1000-1200 words - single spacing, font 12, Calibri. The evaluation for the final case study will include a peer review: all team members will evaluate others' contributions, engagement, respect of deadlines, work done. The final grade will be: 75% quality of the work; 25% peer review. The final grade for the peer review will be an average of other team members' peer reviews. | 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.
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 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.
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 only partially 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 knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
85% class attendance is required because the majority of the content of the course is covered in classes. After the fourth unexcused absence, the student will be unable to sit in the final exam. 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 - Jan 16 and 18
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Introductions; Course Syllabus/Overview
What is a Brand and why is Branding Important? Insights from the top 100 Best Brands
Read and comment the article: "People don't buy brands, they buy better versions of themselves"
For next session: read the article on Leonardo Da Vinci's painting on Moodle
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Read Chapters 1 & 2; article "People don't buy brands, they buy better versions of themselves"
Read article on Leonardo Da Vinci
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Week 2 - Jan 23 and 25
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Team talk: Comment on the article on Leonardo da Vinci's painting
Core Elements of Strong Brands
The Brand Report Card (BRC) and briefing on the first team graded assignment
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Continue w/ Ch. 1 & 2
Read The "Brand Report Card"
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Week 3 - Jan 30, Feb 1
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The Brand Management Framework. Vision, Mission and Goal
Brand Assessment
Brand SWOT Analysis
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Continue w Chapter 1
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Week 4 - Feb 6 and 8
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Team graded assignment: team presentations based on the Brand Report Card - session 1 (Feb 6)
Team graded assignment: team presentations based on the Brand Report Card - session 2 (Feb 8)
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Due: Brand Report Card. Group presentation on BRC
Chapter 4
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Week 5 - Feb 13, 15 and 16
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The Brand Resonance Model to understand brand equity
Segmentation, Targeting and Buyer Personas
Longchamp case study - read before next session and be ready to discuss in class
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Chapter 3 Keller's book
Chapter 6
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Week 6 - Feb 20 and 22
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Brand Architecture and Brand Portfolio
Brand extension
Discussion of the Longchamp case
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Chapter 6
Chapter 11 Keller's book
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Week 7 - March 5 and 7
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Mid-term Exam (March 5)
Brand Communication Strategy: Idea, Briefing and Advertising Checklist: "Teach-to-learn" exercise in teams |
Chapter 11 Keller's book
Case study available on Moodle
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Week 8 - Mar 12 and 14
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Media Planning
Digital brand communication
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Week 9 - March 19 and 21
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Brand Positioning & briefing on group graded assignment
Exercise on PODs and POPs: Competitive analysis of Points of Difference and Points of Parity
Guest speaker: Stella Creasey, former Head of Voice of the Customer at Fidelity - "How consumer experience impacts brand perception and brand financial results"
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Pages 79-97 Keller's Book
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| Week 10 - March 26 and 28 |
Brand distribution
Advanced marketing techniques for effective brand management
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Pages 149-183
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Week 11 - Apr 2 and 4
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Team graded assignment: Presentation of Brand Positioning - session 1 (April 2)
Team graded assignment: Presentation of Brand Positioning - session 2 (April 4)
Final exam: case study available on Moodle and detailed briefing on expected end products
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Chapters 9-10 |
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Week 12 - April 9 and 11
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In-class case reading and discussion: the case of La Roche-Posay
Key take-aways from the course - individual reflections and silent sorting exercise
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Chapter 12
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Week 13 - Apr 16 and 18
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Q&A session on content with questions by students
Final exam - session 1 (Apr 18)
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Articles and case will be available on Moodle
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Week 14 - Apr 23
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Final exam - session 2 (Apr 23)
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