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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 360-1"
COURSE NAME: "Brand Management"
SEMESTER & YEAR:
Fall 2024
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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:
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 Brand Management course will be a learning journey to discover what is brand management and why it is important; understand "behind the curtains" what makes a brand great and successful over time - functional and emotional benefits. It will cover core strategic and operational steps and methodologies to successfully manage a brand; it will provide theoretical background on how to manage a brand portfolio and assess opportunities for brand extension; how customer experience affects brand perception and business results; how to integrate new marketing practices to enhance brand success; how to deliver brand promises through distribution channels.
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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 opportunities
5. Develop brand positioning statements.
6. Craft advertising briefs.
7. Determine optimal media mix
8. Understand customer experience impact 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 | 978-1621534631 | | | | | |
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REQUIRED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Instructor's slides | Anna Fiorentino | - | - | | |
| The Brand Report Card | Kevin Lane Keller | Harvard Business Review, January–February 2000 | - | | |
| Interbrand Best Brands Report 2023 | Interbrand | Interbrand | - | | |
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Strategic Brand Management | Kevin Lane Keller | Pearson | 978-0273779414 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| 1. Class participation | Participation will be assessed based on active contributions, questions, comments, reflections, attendance | 20% |
| 2. Group assignment #1: complete a "Brand Report Card" for brands of choice | Each team will be required to work on as many brands as the number of students in the team (e.g., 3 brands if the team is made of 3 members) and illustrate in a fact-based, data-supported way, that the brand possesses at least 5 out of 10 characteristics of strong brands, as indicated in the "Brand Report Card". Cover page + 5 pages for each brand. Grade will be based on: 75% quality of the work; 25% individual presentations. | 20% |
| 3. Mid Term Exam | Short essays - 4 questions, max 15 lines per answer | 20% |
| 4. Group assignment #2 | Each team will be asked to elaborate the frame of reference (target segments, competitors) and the "Brand Positioning Statement" for the brands presented in the Group assignment #1. Cover page + 5 pages for each brand. Grade will be based on: 75% quality of the work; 25% individual presentations. | 20% |
| 5. Final group assignment | Teams will be asked to present the solution to a case study. Required submissions: 1) A 5-6 pages Powr Point/Pdf document with the "short version" of answers to the case study; 2) A paper in Word, 1000 - 1200 pages, Calibri, 12 p, single-spacing, with the fully detailed answers and rationale for each question of the case study. Grade for this assignment will be: 60% quality of the work; 20% individual presentations; 20% peer review (your assessment of the contribution of each team member). | 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:
Class attendance is highly recommended as most of the topics are covered in-class with instructor's slides, discussions, exercises.
An 80% participation rate is mandatory.
After 6 unexcused absences, the student will be unable to participate in the final project, losing all the points assigned to the final project.
Responsible and active contribution to group projects is mandatory. A student peer-review, to measure contribution of each team member to group projects might be part of the assessment of group assignments.
In case of an unexcused absence on the day of a graded assignment, the student will lose all the points of the graded assignment, unless absence is excused through a petition to the Dean's Office prior to the assessment day.
The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.
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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 SCHEDULE
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Week
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Topic
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Notes
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1
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Introductions; Syllabus and assignments; how we will work together. What is a brand; article reading and class discussion
The world’s 100 best brands; overview of what it takes for brand success
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2
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Article reading and class discussion: buying a brand for emotional reasons. Building strong brands: The Brand Report Card (part 1)
The Brand Report Card (part 2)
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3
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Brand Report Card: team presentations - part 1 (Sept 17)
Brand Report Card: team presentations - part 2 (Sept 19)
The Brand Management Framework; Brand Assessment
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Graded
Graded
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4
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Exercise on SWOT Analysis; Brand Vision, Mission and goal setting
Understanding Brand Equity: the Brand Resonance model (part 1)
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5
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Understanding Brand Equity: the Brand Resonance model (part 2)
Segmentation, Targeting and Persona from a branding perspective
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6
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Brand architecture and Brand portfolio
Brand extension
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7
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Longchamp case discussion (read before class)
Mid-Term Exam (Oct 17)
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Graded
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8
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Brand communication strategy: the “Insight, Benefit, Idea” model - readings and preparation
Insight, Benefit, Idea: “teach to learn” presentations
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9
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Brand positioning statementand description of graded assignment
Media planning
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10
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Brand positioning statement team presentation - part 1 (Nov 5)
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Graded
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Brand positioning statement team presentation - part 2 (Nov 7)
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Graded
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11
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Guest Speaker on how customer experience impacts brand performance
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Marketing techniques for enhanced brand experience
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12
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Brand distribution
Final case briefing
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13
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Q&A session on the Final Case
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14
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Final case team presentations - part 1 (Dec 3)
Finalcase team presentations – part 2(Dec 5)
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Graded
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Graded
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Finals week
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Feedback on final case presentations
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