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MKT 112 BRAND MANAGEMENT

First Semester SY 2012-2013


Anna A. Mendiola
amendiola@ateneo.edu

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.

CONSULTATION HOURS: Tuesday / Thursday : 2:00 – 3:00 pm


Wednesday : 2:00 – 4:00 pm