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1、Syllabus of Brand ManagementCourse Code: BRAN3101Total Teaching Hours: 48Total Credits: 3Pre-required Courses: Basic knowledge of principles of marketingCourse DescriptionThis course draws a major focus on creating profitable brand strategies by building, measuring, and managing brand equity. The co
2、re topics included are: brand positioning, planning and implementing brand marketing programs, measuring and interpreting brand performance, growing and sustaining brand equity.Required Texts & MaterialsKevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 3rd
3、 Edition. Pearson Education Inc, 2008 (English language adaptation edition published by PEARSON EDUCATION ASIA LTD. And CHINA RENMIN UNIVERSITY PRESS, 2009)Course ScheduleWeekTopicsChapterinTextbook1Brands and Brand ManagementChapter 12Customer-Based Brand EquityChapter 23,4Brand PositioningChapter
4、34,5Choosing Brand Elements to Build Brand EquityChapter 46Designing Marketing Programs to Build Brand EquityChapter 57Integrating Marketing Communications to Build Brand EquityChapter 68Leveraging Secondary Brand Associations to Build Brand EquityChapter 79Developing Brand Equity Measurement and Ma
5、nagement SystemChapter 810Presentation of team courseworkCoursework assessment11,12Measuring Sources and Outcomes of Brand EquityChapter 9,1013Designing and Implementing Branding StrategiesChapter 1114New Products Introduction and Brand ExtensionsChapter 1215,16Managing Brands over Time, and Geograp
6、hicallyChapter 13,14GradingCoursework (Team Assignment and Presentation), Case studies, Games, and Class Participation, etc.100%-Group assignment50%-Group presentation50%The grades will be assigned as follows:90-100 A Excellent70-89BGood60-69CPassFail0-59CourseworkA group assessment will be given in
7、 week 1 and assessed in week 10, specifications are as below: Team up the students into groups (each group with mixed nationality).- 20 to 30 minutes group presentation. (Week 10)- Group essay of how to save your chosen brand from current situation, and how you would strategically integrate marketin
8、g activities into building up a strong brand. (Minimum 5000 words, deadline: week 11)- Your mark will be evaluated based on your individual and team contribution in both group essay and presentation.Class AttendanceSchool policy dictates that attendance is mandatory. You should come to every class o
9、n time, stay though the entire class, and be attentive during the class unless you have a family or health related emergency. If you missed a class, it is your responsibility to get lecture notes and assignments from other student. If you miss more than three classes the Instructor reserves the right to drop you from the course.Class PreparationAs a guideline, you are expected to spend at least 3 hours per week for this course. Your in-class participation is important.