2. 3
Strategic BM
Approach
2
Application
1
Concepts
Further Learning
6
5
Brand Plan
Guidelines
Practical
Applications
4
Providing a comprehensive
and up-to-date treatment of
the subjects of brands,
brand equity, & strategic
brand management
Showing the method s to
design and implement
marketing programs &
activities to build,
measure, & manage
brand equity.
Apply appropriate theories,
concepts and models to
generate effective brand
building process.
Demonstrating how to
grow & sustain brands
over time & geographic
boundaires & market
segments
Preparing an excellent way to
become more comfortable with
higher/further profeesional Brand
management learning
G E N E R A L
O B J E C T I V E S
Applying the
concepts & ideas
presented to any of
the more detailed
branding strategies &
evaluating a real-life
brand.
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3. 3
Analytic Skils
2
Key Knowledge
1
Theory
Professionals
6
5
Attitude
Practical
Applications
4
Understanding and
explaining the three
models in brand planning
(BPS, CBBE/BR, BVC).
Grasing the steps to
build a strong brand
according to the brand
resonance model
Analyzing a given firm’s past
market programs to build a
particular brand, &
recommendations to the firm
Build long-term
branding strategies for
businesses in accordance
with other courses and
knowledge.
Preparing a profound brand
management knowledge to be
potential brand builders’
professionally
L E A R N I N G
O U T C O M E S
Designing, building,
measuring and
managing a brand
over time and space
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4. [1]
Brand & Brand
Management
Customer-Based Brand Equity
and Brand Positioning
[2]
[3]
Brand Resonance and the
Brand Value Chain
[4]
Choosing Brand Elements to
Build Brand Equity (BE.)
[5]
Designing Marketing
Programs to Build B/E.
[6]
Integrating Marketing
Communications to Build BE.
[7]
Leveraging
Secondary Brand Associations
to Build BE.
[8]
Developing a BE
Measurement & Management
System [9]
Measuring Sources of BE:
Capturing Customer Mind-Set
[10]
Measuring Outcomes of BE:
Capturing Market Performance
[…]
Mid-term Test
[11]
Designing & Implementing
Branding Architecture
Strategies
[12]
Introducing and Naming New
Products and Brand Extensions
(self-teaching)
[14]
Managing Brands Over
Geographic Boundaries
and Market Segments
(self-teaching)
[13]
Managing Brands
Over Time
(self-teaching)
[ 13 - 15]
Group’s Final Project
Report & Presentation
SBM
[15]
Closing Observations
(self-teaching) C O U R S E S U B J E C T
T I M E T A B L E
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5. 3
Presentation
[ 10% ]
2
Contribution
[ 10% ]
1
Participation
[ 10% ]
* Final Exam
[ 50% ]
6
5
Semi-final
Report
[ 10% ]
Assignemnts
[ 10% ]
4
> 80% Attendance
Weekly checking report
Min. 05 times Individuals
Group Debating role play.
(Qs/As, Commenting,
Discussing, Proposals & etc)
Chapter’s content pre-assigned
group presenting (Weekly
delegated by lecturer)
Individual Assignment
Pair-work Exercises
(Weekly, Midterm, etc)
Orale Presentation: NTW Brand Plan /
Group Project’s Report (offline) & Written
Form (Online)
C O U R S E
A S S E S S M E N T &
E V A L U A T I O N
Group Project’s Proposals &
Presentation (Week 13-15)
* Final Exam (50% of total grade) shall be scheduled by Academic Admin. Dept
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6. 2
Mid term Test
1
Quizzes
3
Semi Final
Group Project
Pair-work,
Open Book,30 minutes
03 times/total course
T/F, Matching Forms
MCQs
Weight: 5%
A S S I G N M E N T
& T E S T I N G
F O R M S
Individuals,
Closed Book, 90 minutes
01 time/total course
T/F, Matching/ MCQs/ Short Q/As
Case study Solution
Weight: 5%
Group Work
Written Report (3500 - 5000 words)
Oral Presentation (week No. 13-15)
Weight: 10%
Remarks: Final Exam in Group Project’s Oral – Presentation (50% of total course grade) shall be evaluated by a Jury board of 2-3 lecturers
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7. 3
Articles
2
Readings
1
Text Book
Scientific
Seminar
6
5
Software
Case study & Best
Practice
4
Keller, Kevin Lane.,
Strategic Brand Management:
4th Edition, Pearson, 2013
Aaker, David, “Building Strong
Brands”, Free Press, 1995
Kapferer, Jean-Noël, “The New
Strategic Brand Management”,
Kogan Page, 2012
10 Scientific Articles provided by
Lecturer thr. Chapter s’content
requested (Group work)
07 Mini case study
& 03 Brand Plan Proposal
Sample for references or in
class debate
Senimar/Workshop/Guest
Speakers or Field trip as delegated
by Academic Admind / FBA Dept.
(if any)
T E X T B O O K
& T E A C H I N G
A I D S
Powerpoint/Excel/Word
SPSS version 20 or over
Others
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