I. COURSE DESCRIPTION A study of basic marketing that integrates learning from finance, accounting, management and economics as applied to actual products in the marketplace. Students are given specific brand assignments and are to think and decide like real-life marketing professionals. Heavy emphasis is given to group dynamics.
II. COURSE OBJECTIVES
At the end of the course, the student should: a. Know and understand the basics of Brand Management. b. Appreciate the importance of the Brand in over-all marketing and corporate strategy and understand its power and dynamics. c. Integrate the concepts/techniques learned in the analysis of relevant case studies and in the preparation of a project paper.
III. TEXTBOOK REFERENCES:
1. David A. Aaker. Managing Brand Equity. 2. Kevin Lane Keller. Strategic Brand Management. 3. Richard Czerniawski and Michael Maloney. Creating Brand Loyalty.
IV. COURSE OUTLINE
A. BRAND AND BRAND MANAGEMENT 1. What is a Brand 2. Roles of Brands 3. Brand Equity B. BASIS OF BRAND EQUITY 1. Brand Loyalty - Measuring Brand Loyalty - Strategic Value of Brand Loyalty - Maintaining and Enhancing Loyalty 2. Brand Awareness - How Awareness Works to Help the Brand - How to Achieve Awareness 3. Perceived Quality 4. Brand Associations 5. Other Proprietary Assets C. STRATEGIC BRAND MANAGEMENT PROCESS 1. Identifying and Establishing Brand Positioning & Values - Customer-Based Brand Equity Model 2. Planning and Implementing Brand Marketing Programs - Choosing Brand Elements to Build Brand Equity - The Name, Symbol and Slogan - Designing Marketing Programs 3. Measuring and Interpreting Brand Performance 4. Growing and Sustaining Brand Equity - Brand Strategies for Leaders, Challengers, Followers and Nichers - New Products, Brand Extensions and Multibrands - Managing Brands Over Time - Global Branding V. COURSE REQUIREMENTS AND GRADING SYSTEM Class Participation 15 percent Quizzes and Assignments 20 percent Midterm Exam 15 percent Written Analysis of Cases (WACs) 15 percent Project Paper 35 percent Preliminary Pass (Parts I-IV) 5 percent Paper 10 percent Presentation 20 percent GRADE EQUIVALENTS 3.76 to 4.00 92-100 A 3.31 to 3.75 87-91 B+ 2.81 to 3.30 83-86 B 2.31 to 2.80 79-82 C+ 1.81 to 2.30 76-78 C 1.00 to 1.80 70-75 D Below 1.00 Below 70 F
Notes about Specific Requirements:
1. Class Participation (15%) – Class participation is highly encouraged as it provides a good gauge of the student’s interest in the subject. 2. Quizzes and Assignments (20%) - Quizzes will be unannounced and no makeup quizzes will be given. Latecomers risk not being allowed to take the quiz. Other assignments shall be given as needed. 3. Midterm Exam (15%) – No makeup exam will be given. 4. Written Analyses of Cases or WACs (15%) – Students are expected to report on their analysis and recommendations of what to do in specific business situations by applying concepts and principles learned in class. 5. Project Paper (5%+10%) and Presentation (20%) – These are the culminating activities that will help integrate all concepts discussed in class. These will be on a group basis.
VI. POLICIES 1. Mobile phones should be turned off or kept in silent mode during class hours. 2. Attendance will be checked. Students who are more than 10 minutes late and have no valid explanation for their tardiness will be considered absent. 3. The JGSOM dress code will be strictly enforced. No drinking or eating will be allowed in class. 4. Dishonesty in all forms will be strongly penalized. This includes cheating and plagiarism. 5. For every group activity, students will be asked to force-rank themselves and other members of their respective groups. The basis for their rankings will be the degree and significance of each member’s relative contribution to the group effort. These rankings will be considered in the grading of group work activities.
