SHAHJALAL UNIVERSITY OF SCIENCE AND TECHNOLOGY, SYLHET Department of Business Administration Course outline BAN 567 (Advanced Brand

Management) Course teacher: Md. Abdul Hamid Session 01 Session 02 Session 03 Session 04 Orientation lecture (introduction, expectations) Discussion: Course plan, internal evaluation, initial discussion on advanced brand management.

Review of the key issues of marketing, promotion, communication Understanding the language of branding Tasks: Explaining the project-you have to carry out for learning practical research. Discussion: Reading: Tasks: Significance (why do brands matter), challenges and opportunities of branding. Related chapter of the text book Group work on identifying new trends of branding

Session 05

Session 06

Discussion: Reading: Tasks:

Strategic brand management process. Related chapter of the text book Presentation on Strategic brand management process in Bangladesh Sources of brand equity; steps of brand building. Related chapter of the text book Presentation on General steps of brand building: the case of Bangladesh Identifying & establishing brand positioning; Positioning guidelines. Related chapter of the text book Presentation on Positioning guidelines: Bangladesh perspective Criteria for choosing brand elements; Options and tactics of brand elements. Related chapter of the text book Presentation on The options and tactics of brand elements: Bangladesh perspective New perspectives on marketing; Product strategy; Pricing strategy; Channel strategy. Related chapter of the text book Presentation on Product strategies to build brand equity Challenges in designing brand building communication in the new media environment. Related chapter of the text book Presentation on New media environment of Bangladesh: challenges and opportunities for branding

Session 07

Discussion: Reading: Tasks:

Session 08

Discussion: Reading: Tasks:

Session 09

Discussion: Reading: Task:

Session 10

Discussion: Reading: Task:

Session 11

Discussion: Reading: Tasks:

Session 12

Discussion: Reading: Tasks:

Overview of marketing communication options. Developing IMC programs. Related chapter of the text book Presentation on Challenges of developing integrated marketing communication programs in Bangladesh New brand associations with existing brand knowledge; Co-branding (guidelines, licensing, event arrangement etc). Related chapter of the text book Presentation on Leveraging process: Co-branding, Licensing, and Celebrity endorsement The brand value chain; Establishing a brand equity management system. Related chapter of the text book Presentation on Understanding the brand value chain Qualitative and quantitative research techniques on brand management. Related chapter of the text book Presentation on Measuring sources of brand equity: Qualitative versus Quantitative techniques Customer- based brand equity model; Comparative & holistic methods of measurement. Related chapter of the text book Presentation on Measuring outcomes of brand equity: Comparative method versus Holistic method Brand architecture & hierarchy; Designing a branding strategy. Related chapter of the text book Presentation on Designing brand strategies: The role of brand architecture and brand hierarchy New product & Brand extensions; Advantages, disadvantages and opportunities of brand extensions. Related chapter of the text book Presentation on Brand extension guidelines based on academic research Reinforcing brands; Revitalizing brands. Related chapter of the text book Open discussion on Brand building: Beyond marketing Rationale of going international (advantages, disadvantages, strategies, approaches). Related chapter of the text book Debate: Going international is much disadvantageous than working in domestic arena. Case study: Consumer branding in politics: Reagan vs Obama Please read the given case sincerely before attending the session. Solve and share the learning of the given case

Session 13

Discussion: Reading: Task:

Session 14

Discussion: Reading: Task:

Session 15

Discussion: Reading: Task:

Session 16

Discussion: Reading: Task:

Session 17

Discussion: Reading: Task:

Session 18

Discussion: Reading: Task:

Session 19

Discussion: Reading: Tasks:

Session 20

Discussion: Reading: Task:

Session 21

Discussion: Reading: Tasks:

Session 22

Discussion: Reading: Tasks:

Case study: Branding the nation: what is being branded? Please read the given case sincerely before attending the session. Solve and share the learning of the given case

Session 23 Session 24

Seminar on The challenges of branding a tourism destination: the case of Sylhet Review and Conclusion of the course.

Text Book: Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.). Pearson Education, Inc. References: 1. 2. Keegan, W. J. (2002). Global Marketing Management. New Delhi: Pearson Education, Inc. Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2009). Marketing Management: A South Asian Perspective (13th ed.). Pearson Prentice Hall. 3. 4.
5.

Subroto sengupta, Brand Positioning: Strategies for Competitive Advantage, Tata-McGraw Hill publishing Co. Ltd. John P. Jones, Behind Powerful Brands: From Strategy to Campaign, Tata-McGraw Hill publishing Co. Ltd. Sicco Van Gelder, Global Brand Strategy: Unlocking Brand Potential across Countries, Cultures & Markets, South Asian Edition, Kogan Page, London.

Assignment 01 Instructions for the Essay:

Write Essay on the given topic beside your BBA reg. no. and submit on or before 17th of November, 2012. Maximum word limit for the essay is 1500. Submit through e-mail (mahamid.biz@gmail.com). Find the topic in your text book; read, understand, and write in your own words. Take help of other materials to enrich the content of your Essay. Try to present the explanations in Bangladesh perspective (if possible). Use practical examples (domestic, international, global companies) where applicable. For typing: Use Times New Roman font, size 12, line space 1.5, margin 1 in each side. You can Bold, Italic or Underline to emphasize on the title or subtitles. Weight of the essay is 40% of this assignment.

Instructions for the Presentation: Develop power point slides for presenting your Essay in brief. You will get 20 minutes for presentation. Maximum number of slides is 20. Summarize the learning and present them in brief (please do not copy the text from submitted Essay). You can use relevant video, audio, photographs, graphs to make the presentation more understandable. After presenting the issues you have to answer the queries of course teacher and classmates. Your scheduled session is mentioned in the following list. English is the medium of Essay and Presentation. Weight of the presentation is 40% of this assignment. Rest 20% marks are allocated for your contribution during discussion, Q/A session after presentations.

Sessions Session 06 Session 07 Session 08 Session 09 Session 10 Session 11 Session 12 Session 13 Session 14 Session 15 Session 16 Session 17 Session 18 Session 21 Session 22

Topics for the Essay and Presentation Strategic brand management process in Bangladesh General steps of brand building: the case of Bangladesh Positioning guidelines: Bangladesh perspective The options and tactics of brand elements: Bangladesh perspective Product strategies to build brand equity New media environment of Bangladesh: challenges and opportunities for branding Challenges of developing IMC programs in Bangladesh Leveraging process: Co-branding, Licensing, and Celebrity endorsement Understanding the brand value chain Measuring sources of brand equity: Qualitative versus Quantitative techniques Measuring outcomes of brand equity: Comparative method versus Holistic method Designing brand strategies: The role of brand architecture and brand hierarchy Brand extension guidelines based on academic research Case study: Consumer branding in politics: Reagan vs Obama Case study: Branding the nation: what is being branded?

BBA reg. no. 2007731018 2007731061 2007731036 2007731063 2007731024 2007731032 2007731058 2007731009 2007731059 2007731025 2007731011 2007731042 2007731046 Group work Group work

Md. Abdul Hamid Assistant Professor October 18, 2012 mahamid.biz@gmail.com