Katho Branding 101 Syllabus May 2011

          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          

Katho Branding 101 Syllabus May 2011

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Katho Branding 101 Syllabus May 2011 Document Transcript