Session Plan

18PBA 4204 Brand Management

Faculty: Dr. P. Jega Patrick and Prof. Joan Kingsley

Sessions Theme AoL Teaching/Learning Resources Assessment

Strategy
4 1) Brands and Students will get to Class room PPT’s and Students
Brand know the discussions of major experiential (individual
Management conceptual brands and videos learning –brand assignment) will
2) Brand knowledge of related, if any. architecture be required to do
Strategy – Brand – Strategy - stories. brand diagnostics
Basics – management and come out with
Developing a the evolution of a
brand brand – strategy
strategy. and management
–presentations or
( the above assignments.
themes to be
covered in the
first day of
the
workshop)
4 3) Designing and Students will Through case Case 1: Royal Using the cases,
implementing develop and discussion the Enfield the students will
marketing – designs branding students will Case 2: Rasna identify key factors
brand specific strategies – understand the for understanding
programmes. programmes - Brand/ing blueprint. branding and the
learn the science of strategy/ies for
( above theme branding and the building brands –
to be covered techniques Assignments
in the second involved. and/or
day of the Presentation.
workshop –

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 hands on)

4 4) Measuring Students will learn Discussions in Case lets – Student teams will
and the basics of Caselets -in multiple Sensory Branding measure brand
interpreting measuring brand industries. in Oreo. equity and
brand performance based interpret brand
performance on customer performance based
– capturing mindset and on given
customer market parameters.-
mind set and performance. Assignments
market and/or
performance. Presentation

4 5) Growth and
sustaining
Brand Equity
(the above
themes to be
covered in the
third and
fourth day of
the
workshop)

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PN:

1) Cases will be forwarded before the commencement of the course and the students are expected to read and come prepared for the
classes.

2) Apart from the mentioned formative assessments, tests and a case as part of their formative assessment.

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