Katho Branding 101 Syllabus May 2011
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Katho Branding 101 Syllabus May 2011 Katho Branding 101 Syllabus May 2011 Document Transcript

  • 






 
 Branding
101
 
 
 Erasmus
Course
Syllabus
 
 
 
 
 
 
 
 
 Lecturer:
Ana
ADI
 
 
 
 
 
 
 
 
 
 Session
2010/2011
 2nd
Semester
 
 An
electronic
version
of
this
Syllabus
is
available
on
www.anaadi.net 
 
 
 

  • Contents
 
 
 
 
 

 1. Course
summary
 2. Aims
of
course
 3. Learning
outcomes
 4. Employability
skills
 5. Modes
of
delivery
 
 
 Day
by
day
lesson
plan
 i. Day
1
‐
Lecture
1
 ii. Day
2
–
Lecture
2
 iii. Day
3
–
Lecture
3
 iv. Day
4
–
Lecture
4
 v. Day
4
–
Lecture
5

 6.

Assessment
criteria



















 
 
 
 

  • 1.
Course
Summary

Branding
101
is
an
introduction
to
the
notions
and
principles
of
branding
as
well
as
an
exploration
of
brand
building,
brand
strategy
and
brand
equity.
Using
a
method
that
blends
problem‐based
learning
with
traditional
lecturing,
the
course
covers
branding
from
mainly
from
a
marketing
and
management
perspective,
promoting
a
more
holistic
understanding
of
business
based
on
the
assumption
that
branding
serves
a
fundamental
strategic
function.
The
main
objective
of
this
course
is
introduce
students
to
the
steps
required
to
build
brand
assets
and
create
enduring
competitive
advantage
for
brands
while
giving
them
opportunities
to
both
analyze
and
apply
them.
Designed
as
a
2
credit,
1
week
long,
3
or
4
hours/day
session
course,
Branding
101
endorses
a
practitioner,
more
than
academic,
focus.

[Back
to
top]


2.
Aims
of
Course

This
course
aims
to:
 • Define
the
concepts
of
brand,
branding
and
other
branding
related
terms

 • Encourage
and
enable
creative
learning
and
thinking

 • Enable
the
application
of
the
taught
concepts

 • Facilitate
contacts
with
industry
representatives


[Back
to
top]

3.
Intended
Learning
Outcomes

By
the
end
of
this
course
students
will
be
able
to:


L1
Define
the
concepts
of
brand,
branding
and
other
branding
specific
vocabulary;
L2
Analyze
and
present
the
elements
of
a
brand;
L3
Explore
brands
and
their
positioning;
L4
Define
research
methods
and
identify
situations
they
could
be
used
and
how;
L5
Explore
the
concept
of
brand
equity,
its
definitions
and
its
measurement;
L6
Create
a
brand

L7
Create
a
brand
strategy
to
support
a
brand


[Back
to
top]



 
 
 
 

  • 
4.
Employability
Skills

Through
 participation
 in
 this
 course
 students
 will
 have
 the
 opportunity
 to
 develop
knowledge,
 understanding,
 skills
 and
 attributes
 which,
 as
 well
 as
 being
 specific
 to
 their
chosen
area
of
study,
will
be
transferable
and
enhance
the
students’
employability.

These
include,
in
relation
to:

a)
Knowledge
and
understanding
 • An
understanding
of
 the
roles
branding
 plays
 in
the
current
business
 environment,
 as
 well
 as
 of
 the
 processes
 through
 which
 brands
 are
 created,
 maintained,
 rejuvenated
or
changed;
 • An
understanding
of
branding
role
within
the
marketing
mix;
 • A
preview
of
how
technology
affects
branding;

b)
General
cognitive
skills
 • Critically
evaluate
the
contested
nature
of
some
objects
of
study
within
the
fields
of
 branding;
 • Have
an
understanding
of
how
brands
operate
and
how
they
are
managed;
 • Retrieve
 and
 generate
 information,
 and
 evaluate
 sources,
 in
 carrying
 out
 independent
research;
 
c)
Autonomy,
accountability
and
working
with
others
 • Work
productively
in
a
group
or
team,
showing
abilities
at
different
times
to
listen,
 contribute
and
lead
effectively;
 • Deliver
 work
 to
 a
 given
 length,
 format,
 brief
 and
 deadline,
 properly
 referencing
 sources
and
ideas
and
making
use,
as
appropriate,
of
a
problem‐solving
approach;

[Back
to
top]


5.
Modes
of
delivery

Classes
are
delivered
in
an
activity‐based
format
during
thee‐hour
block‐sessions
(or
more)
on
 a
 daily
 basis
 (please
 consult
 schedule).
 Each
 class
 will
 introduce
 and
 exemplify
 key
theoretical
 and
 critical
 concepts
 that
 are
 to
 be
 applied
 in
 analysis
 to
 a
 wide
 range
 of
 case
studies
 and
 texts
 from
 the
 filed
 of
 marketing
 and
 brand
 management.
 The
 approach
 is
learner‐centred
with
students
actively
engaged
in
a
range
of
tasks
to
promote
engagement
with
and
analyses
of
different
kinds
of
text
and
activities.


 
 
 
 

  • Preliminary
requirements
 1. Students
are
asked
to
bring
to
class
their
 laptops,
tablets
and
mobile
phones.
 They
 will
be
asked
to
use
them
for
educational
purposes.

 2. Students
are
required
to
create
a
Twitter
account
and
follow
@ana_adi.


Class
materials
Class
 (if
 not
 already
 present
 online)
 will
 be
 uploaded
 either
 on
 www.anaadi.net
 or
 on
www.slideshare.net/ana_adi.
The
virtual
learning
environment
is
integral
to
the
work
of
the
module.
Students
should
make
sure
that
they
have
access
to
the
Internet
and
visit
the
two
sites
 indicated
 above
 on
 a
 regular
 basis.
 Key
 information
 about
 the
 running
 of
 the
 module
will
 be
 posted
 there.
 They
 will
 also
 be
 shared
 via
 the
 lecturer’s
 Twitter
 account:
www.twitter.com/ana_adi.
 If
 students
 have
 any
 difficulties
 with
 access,
 please
 contact
 the
Lecturer.


Practical
activities

During
 and
 after
 class
 time,
 students
 can
 also
 interact
 with
 the
 lecturer
 via
 Twitter.
 The
hashtag
for
the
course
is

#kathobranding101.


Final
Project
(team
project)
Starting
from
a
product
that
will
be
given
at
the
beginning
of
the
last
class,
students
will
be
asked
to
create
a
brand.
The
activity
includes:
 1. research
for
the
brand

 2. development
of
brand
elements
(logo,
tagline,
identity,
promise)
 3. development
of
brand
strategy
(SWOT
&
4Ps)
Students
will
be
given
only
2
hours
to
work
on
points
1
to
3,
the
3rd
hour
being
dedicated
to
presenting
their
concepts.



Books
and
suggested
readings:


AAKER,
D.A.
(1996)
Measuring
brand
equity
across
products
and
markets.
California

 Management
Review;
Spring
1996;
38,
3;
ABI/INFORM
Global,
pg.102
HEDING,
T.,
KNUDTZEN,
C.
F.
&
BJERRE,
M.
(2009)
Brand
management:
research,
theory
and
 practice,
Routledge.
J,
T.
S.
(2008)
Methods
for
Assessing
Brand
Value.
a
Comparison
Between
the
Interbrand
 Model
and
the
Bbdos
Brand
Equity
Evaluator
Model,
Diplomica
Verlag.
JOACHIMSTHALER,
E.,
HARVARD
BUSINESS,
R.,
AAKER,
D.
A.,
QUELCH,
J.,
KENNY,
D.
&
 VISHWANATH,
V.
(1999)
Harvard
business
review
on
brand
management,
Harvard
 Business
School
Press.
KAPFERER,
J.
N.
(2008)
The
new
strategic
brand
management:
creating
and
sustaining
brand
 equity
long
term,
Kogan
Page.
 
 
 
 

  • WASHBURN,
J.H.,
PLANK,
R.E.
(2002)
Measuring
brand
equity:
An
evaluation
of
a
consumer‐ based
brand
equity
scale.
Journal
of
Marketing
Theory
and
Practice;
Winter
2002;
 10,
1;
ABI/INFORM
Global.
pg.
46


Day
by
day
lesson
plan

The
following
pages
provide
a
guide
to
the
topics
for
each
day.
For
each
day,
there
are
more
detailed
 explanations
 of
 what
 the
 course
 will
 cover,
 including
 details
 of
 required
 reading.
Please
note
that
this
is
a
required
minimum
of
reading.


REMINDER:
Students
will
also
be
asked
to
bring
their
laptops
and
will
be
asked
to
use
them
in
order
to
enhance
and
facilitate
teaching
and
learning
process.


[Back
to
top]


Day
1
–
Lecture
1:

Introduction
to
branding
(TO
BE
HELD
OUTSIDE
CAMPUS)

Key
issues:
Experiencing
branding
in
 its
own
environment.
 Exploring
the
concepts
of
brand
identity,
brand
image
and
brand
promise.
Defining
branding.
Brand
R
us
or
how
do
 we
use
brands.
Creating
a
brand.


[Back
to
top]


Day
2
–
Lecture
2:
Brand
positioning
and
research


Key
 issues:
 Brand
 perceived
 positioning.
 Brand
 positioning
 seen
 via
 a
 touch
 point.
 Brand
positioning
principles.
Brand
research
and
research
methods.


[Back
to
top]


Day
3
–
Lecture
3:
Brand
strategy



Tentative
guest
lecture:
Leo
Exeter,
WeStartup


Key
 issues:
 The
 4Ps
 and
 the
 marketing
 mix.
 Case
 studies.
 Brands
 in
 action.
 Strategies
 in
action:
Bahrain
Polytechnic
case
study.



[Back
to
top]
 
 
 
 

  • Day
4
–
Lecture
4:
Student‐driven
–
Brand
equity
and
measurement


Key
 issues:
 Students
 are
 asked
 to
 lead
 the
 teaching
 day
 and
 share
 information
 on
 brand
equity
and
brand
equity
measurement.


[Back
to
top]

Day
4
–
Final
project


Each
student
team
(3‐4
students/team)
will
be
given
a
product
and
some
specifics
about
the
target
 audience.
 The
 result
 of
 the
 project
 work
 will
 be
 presented
 during
 the
 same
 class.
During
the
3
hours
allocated
to
the
class,
students
should
cover
the
following:


1.
Undertake
research
(customer
and
competition
for
their
future
brand)


2.
Develop
a
brand
identity
and
value
proposition
recommendation
their
brand
to
cover:

 • The
core
identity
 • The
brand
essence/tagline
 • USP
 • Brand
personality

 • Benefits
(emotional/functional/self‐expressive)


3.
Develop
recommendations
for
a
communication
program
for
the
brand.
This
could
include
logos,
packages,
and
ads.
However,
this
could
also
include
broad
suggestions
as
to
the
elements
of
the
communication
program
without
providing
any
creative
work.
What
events
might
be
sponsored?
What
promotions?
What
co‐branding
efforts?
What
visual
images?
What
metaphors?
What
can
be
done
to
build/reinforce
awareness,
perceived
quality,
brand
loyalty,
and
associations?

4.
Find
a
“best
practice”
brand
strategy
that
could
provide
insights
and
guidance
for
the
given
brand
strategy.
It
might
be
a
brand
from
a
competing
firm
or
from
another
industry.
These
benchmarking
brands
should
be
looked
at
critically—why
might
the
strategy
work
in
that
context
but
not
in
the
current
one?
What
is
different?

[Back
to
top]






 
 
 
 

  • 6.
Marking
criteria


The
final
grade
of
this
course
will
represent
a
cumulated
grade
for
all
the
assignments:

 
 Assignment Points Brand
equity
and
measurement
 25 Team
project
(this
includes
points
for
the
product
created
 50 and
for
the
team
presentation) In
class
participation
 25 100
[Back
to
top]



Contact


For
more
details
and
information
please
contact:


Ana
ADI
PR
Consultant

Lecturer
@
Bahrain
Polytechnic,
Bahrain
Visiting
Lecturer
@
Katho,
Belgium
Doctoral
Researcher
@
University
of
the
West
of
Scotland,
UK
www.anaadi.net


Twitter:
ana_adi