TERI UNIVERSITY- MBA 2013-15- Brand Management

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Course No: PPM 195
Course title: Brand Management
Number of credits: 2
Number of lectures: 28(28-0-0)
Course coordinator: Prof Sanjay Chandwani (Mob- 9871715326, email-
chandwani.sanjay@gmail.com)

Introduction

The course aims at equipping the students with the knowledge and skills of how to
create profitable brand strategies by building, measuring, and managing brand equity.
It will relyon many interesting cases from different countries. The basic concepts and
methodologies are the main points of the course. The concept of brand equity is
central to the course. As part of the Brand Management course a roadmap of how to
lay that groundwork and create profitable brand strategies by building, measuring, and
managing brand equity will be provided.

Course Objectives

The courses basic objectives are:

1. To improve students familiarity with the concept of brand equity.
2. To enable students to appreciate , identify sources and outcomes of brand equity.
3. To equip the students with the knowledgeof how to build, to measure and to
manage brand equity.

Pedagogy

Analysis and presentation of Case studies
Case studies have been specified wherever required. The class has been divided into groups
of four students each. All the groups will have to prepare for a 15 minute presentation each
for each of the cases. I will specify which two groups finally make the presentation (15
minute each) in the class. I intend that each group will get to make multiple presentations in
the course. Each case study presentation will be followed by Q&A. I am allocating 30
minutes for entire Q&A. The class participation will be judged based on Q&A session among
other things.

Evaluation procedure

Class participation including attendance 10%
Case Study Presentation 20%
Group Project Report 20%
Group Project Presentation 10%
End Semester (Major) Examination 40%

Group Term Project Students in a group of four will conduct research in brand
management on a given topic which will be given by the course coordinator in
advance to the groups by session 6. The groups can choose any topic from the topics
of the session plan. The groups have to prepare a proper research report based on the
TERI UNIVERSITY- MBA 2013-15- Brand Management

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format provided. The report must include literature survey from magazines and
journals on the topic chosen. All reports must be on primary data collected by the
groups and the sample size must be greater than 50. The groups are advised to be in
constant touch with me for the report preparation or any guidance regarding the same.
The first draft should be submitted by 20
th
session and the final report with all
changes should be submitted by 22nd session. The presentations for the reports will
be in the final four session

Details of course content and allotted time

Prescribed Text Book- Strategic Brand Management- Kevin Lane Keller (KLK)
I hope you will all enjoy your journey. All the best.

Sanjay Chandwani
Module
No. Module
Description
Allotted
time
(hours)
Cases References
Lectures
1 Introduction to Brand
Management
8 (1-8) Case 1: Himalaya
Herbal- session 7-8


Chapter 1,2
(KLK)
2
Building Brand
Equity 1

4 (9-12) Case 2: Super
Shampoo- session 9-10
Case 3: JSW Shoppe-
session 11-12
Chapter 3,4
(KLK)
3
Building Brand
Equity 2

4 (13-16) Case 5: Centuryply-
session 13-14
Case 6: Reebok- -
session 15-16
Chapter 5,6,7,
Appendix C
(KLK)
4 Measuring Brand
Equity
2 (17-18) Case 7: Brand Equity-
session 17-18
Chapter 9,10
(KLK)
5 Managing Brand
Equity

6 (19-24) Case 8 : Luis Vuitton
In India- session 19-20

Case 9: Saffola-
session 21-22
Case 10: Coke and
Pepsi- session 23-24
Chapter 11,12,
13,14 (KLK)
6 Project Presentations 4 (25-28) Each group to make a
20-minute presentation

Total 28