Lahore University of Management Sciences

MKTG 392– Brand ManagementSpring Semester 2016

Instructor Sarah Suneel SarfrazRoom No. 422 - 4th, Floor, SDSB BuildingOffice Hours TBAEmail sarah.sarfraz @lums.edu.pk Telephone 042-35608429Secretary/TA Nabeela ShehzadiTA Office Hours By EmailCourse URL (if any) Suraj.lums.edu.pk

COURSE BASICSCredit Hours 3Lecture(s) Nbr of Lec(s) Per Week 2 Duration 1 hour 15 minutes eachRecitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration N/ATutorial (per week) Nbr of Lec(s) Per Week N/A Duration N/A

COURSE DISTRIBUTIONCoreElective YesOpen for Student Category Seniors, Juniors, SophomoresClose for Student Category All freshmen

COURSE DESCRIPTION

AMA (American Marketing Association) defines brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers from those of the competitor. However scholars and practitioners agree that a brand is much more than that. Brand is a promise to the customer, brand is an overall experience to the customer that encompasses all touch points with the customer. As traditional competitive advantages are fading, the new competitive arena is ’Brand Equity’, which creates long-term profitable brand relationships.

This course takes a customer based cognitive perspective and examines the building blocks of brand equity across 4 different modules:

Module 1: What are Brands?Module 2: How to Build Brands?Module 3: How to Keep Track of your BrandsModule 4: Carrying your Brands forward!

COURSE PREREQUISITE(S)

Principles of Marketing (MKTG201)

Lahore University of Management SciencesCOURSE OBJECTIVES

The course is designed to introduce students to basic concepts of branding and to enable them to see through inter-linkages among these concepts. In addition, it aims to develop them as independent readers of the discipline so that they can brand in their own unique way. For this reason, the course will not only use the text book but will also introduce students to the sources of upcoming marketing thoughts so that they can independently keep themselves up to date in future (if they wish).

COURSE LEARNING OUTCOMES (CLO)

Successful completion of the course means students will be able to:

1. Demonstrate a fundamental understanding of ‘Brand Equity’.2. Detail how to build ‘Brand Equity’.3. Use different methods of measuring ‘Brand Equity’.4. Explain how to sustain and grow ‘Brand Equity’.5. Conduct a Brand Audit.

UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVESGeneral Learning Goals & ObjectivesGoal 1 –Effective Written and Oral Communication Objective: Students will demonstrate effective writing and oral communication skillsGoal 2 –Ethical Understanding and Reasoning Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context.Goal 3 – Analytical Thinking and Problem Solving Skills Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.Goal 4 – Application of Information Technology Objective: Students will demonstrate that they are able to use current technologies in business and management context.Goal 5 – Teamwork in Diverse and Multicultural Environments Objective: Students will demonstrate that they are able to work effectively in diverse environments.Goal 6 – Understanding Organizational Ecosystems Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of organizations.

Major Specific Learning Goals & ObjectivesGoal 7 (a) – Discipline Specific Knowledge and Understanding Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations (Including subject knowledge).Goal 7 (b) – Understanding the “science” behind the decision-making process (for MGS Majors) Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support tools, interpret results and make meaningful recommendations to support the decision-maker

Lahore University of Management SciencesIndicate below how the course learning objectives specifically relate to any program learning goals and objectives.

PROGRAM LEARNING GOALS AND OBJECTIVES COURSE LEARNING OBJECTIVES COURSE ASSESSMENT ITEM

Goal 1 –Effective Written and Oral Communication

Oral: Students are supposed to actively participate in the class and deliver professional oral presentation.Written: Students submit one report and one presentation (with comments) that involve substantial level of writing

Class Participation and Projects

Goal 2 –Ethical Understanding and Reasoning

N/A Quizzes and Exam

Goal 3 – Analytical Thinking and Problem Solving Skills

Students polish this skills by (i) conducting brand audit and recommending solutions to problems and (ii) by designing solution experiments in research report

Projects

Goal 4 – Application of Information Technology N/A

Goal 5 – Teamwork in Diverse and Multicultural Environments

The course lays strong emphasis on team work by getting them involved in two different projects

Projects

Goal 6 – Understanding Organizational Ecosystems

N/A Quizzes, Exam

Goal 7 (a) – Discipline Specific Knowledge and Understanding

Exhaustive coverage of important marketing topics

Class participation, Projects, Quizzes, Exams

Goal 7 (b) – Understanding the “science” behind the decision-making process

This courses takes a ‘scientific’ approach to branding by describing how we can structure our management of brands and make them more efficient.

Class participation, Projects, Quizzes and Exam

GRADING BREAKUP AND POLICYBrandAudit Project + Presentation (Team Based): 25%Quiz(s): 20% (There will be 4 quizzes with n-1 format; Missing a quiz will be considered as your lowest grade. No make-ups for quizzes!)Class Participation: 20%Attendance: 5%Final Examination: 30%

EXAMINATION DETAIL

Midterm Exam

No

Final Exam

YesCombinedDuration:2 hoursObjective + Subjective

Lahore University of Management SciencesCOURSE PROJECT

Important Suggestions &Notes:

1. All projects are group work 2. Students should write their name on section(s) they have worked on.

3. Academic honesty is expected of students! Any issues in this regard will be treated without any compassion!

4. Group project is not a work of 4 individuals working on 4 different parts. Such projects naturally create ‘silos’ of output with ‘out of sync ideas’. Please do spend some time in synchronizing work; if not, the whole purpose of group work is lost. You can do this in two ways: a) nominate a team lead with the main responsibility of synchronizing work, b) conduct a pre-finalization group meeting to discuss synchronization points (recommended option).

5. Quite often reports are submitted assuming that the reader has the same mindset as the writer. Such an assumption is wrong! Please note that the reader (instructors, your line managers, top management etc.) will always be pressed with time. If you cannot make a document that is structured (title page with necessary details such as topic + group member email addresses + group number etc., TOC, page numbers, headings numbered and in levels) and has a logical flow of argument, then please don’t expect a favorable feedback!

6. Considering there is substantial grade for projects, the issues of free riders in group may potentially deteriorate the quality of output. It is strongly suggested that you contact the instructor as soon as you face any such issues. Note for the Free riders: You will either be forced to work on the project all alone (with some negative deductions to the grade) or given an ‘F’ depending on your interest!

7. For meetings, ALL the group members should behave responsibly and come ON TIME. Late arrivals may not be allowed in the meeting.

Brand Audit:(CLO # 1&5)

Each team should choose a brand of their interest and that it must be approved by the instructor. The work involved in the project is to conduct ‘Brand Tracking Survey’ with consumersin order to dissect the brand and estimate its health. Assuming the audience is ‘internal senior management’, the group must make a convincing argument as to how the brand should be managed.

There are 3 major parts of the project – two research parts and a final integrative analysis.

Secondary Research

1. Brand Introduction2. Competition3. Brand Inventory4. Current Marketing Strategy

Primary Research

5. Conducting Brand Tracking Survey6. Analyzing Data7. Compiling Results8. Measuring Brand Equity

Recommended Branding Strategy (Use results of Experiment, secondary and Primary Research data)

Lahore University of Management Sciences

Deliverables: There are 2 deliverables for this:

1. Written report (10%): A complete written report about the recommended branding strategy as a result of the research work.

2. Presentation (15% points): A presentation of the complete audit with emphasis on recommendations + brand experiment will have to be made in front of the class.(Note: Please add notes on the slides so that the instructor can use them latter on to make a detailed evaluation)

Lahore University of Management SciencesCOURSE OVERVIEWWEEK

# TOPICS RECOMMENDEDREADINGS/ACTIVITIES

OBJECTIVES/APPLICATION

CLO

Module 1:What are Brands?

1

Part-1 (Introduction)

Introduction to Class What are Brands? Introduction to Brand

Management Pros and Cons of

Branding

Chapter-1 (pp. 2-11;27-29;38-45) Defining and understanding the concept and power of ‘Brand’.

1

2

Part-1 (Introduction)

Brand Equity

Chapter-2 (pp. 48-78) Giving a fundamental understanding of ‘Brand Equity’.

1

Module 2:How to Build Brands?

3

Part-2 (Establishing Brand Positioning)

Brand Positioning

Chapter-3 (Text)Group List Due

Creating a positive Brand Image in the minds of consumers.

2

4

Part-3 (Building Brand Equity)

By Choosing Brand Elements

By Designing Marketing Program(Product, Price, Place)

Chapter-4 (pp. 140-154; 174-177)Chapter-5 (194-195; 200-201; 211-219; )

Detailing how to build ‘Brand Equity’ by choosing brand elements like name, sign, symbol, slogan etc. and by designing product, price, place strategies.

2

5

Part-3 (Building Brand Equity)

By Designing Marketing Program

(Integrated Marketing Communication)

Chapter-6 (pp. 230-234; 237; 267-276)

Research Project/Brand Audit Summary Due

Detailing how to build ‘Brand Equity’ by designing promotion mix strategy and by developing culture around it.

2

6.

Part-3 (Building Brand Equity)

By Leveraging Secondary Associations

Chapter-7 (Text) Detailing how to build ‘Brand Equity’ through secondary associations like celebrities and by adopting cause-related marketing strategy.

2

Module 3:How to Keep Track of your Brands

Lahore University of Management Sciences

7

Part-4 (Measuring Brand Equity)

The Brand Value Chain Brand Tracking Studies Brand Equity

Management System

Chapter-8 (Text) Explaining different methods of measuring ‘Brand Equity’.

3

8

Part-4 (Measuring Brand Equity Sources)

     

Chapter-9 (Text) Explaining different methods of measuring ‘Brand Equity’.

3

9

Part-4 (Measuring Brand Equity Outcomes)

     

Chapter-10 (Text) Explaining different methods of measuring ‘Brand Equity’.

3

Module 4:Carrying your Brands forward!

10

Part-5 (Growing and Sustaining Brand Equity)

Brand Architecture Brand Hierarchy

     

Chapter-11 (435-475; 485-488) Describing how to sustain and grow ‘Brand Equity’.

4

11

Part-5 (Growing and Sustaining Brand Equity)

Introducing and Managing Brand Extensions     

Chapter-12 Describing how to extend your brands to new product categories

4

12

Part-5 (Growing and Sustaining Brand Equity)

Brand Communities

Ch 12Research Report Submission

Describe how brand communities help sustain the brand

1, 3, 4

13

Part-5 (Growing and Sustaining Brand Equity)

Brand Reinforcement Brand Revitalization Brand Crisis Retiring a Brand

     

Ch-13 (Text)

Brand Audit Submission

Providing an insight about managing a brand over a period of time.

1, 4, 5

14 Course Project

Presentations     

5

Final Exam

Lahore University of Management Sciences

TEXTBOOK(S)/SUPPLEMENTARY READINGSText

Strategic Brand Management, Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob, 3 rd Edition, Pearson

Online References: http://www.interbrand.com/en/ http://hbr.org/magazine

Note:

A) Class timings will strictly be adhered to.B) Questions related to the discussions in class will also be included in the Quizzes and the Final exam.C) Passive listeners are not encouraged to take this course. Each student is supposed to actively participate in class

discussions to earn his/her "class participation" (CP) grade. The instructor may call on students to answer questions and discuss class materials to encourage everyone to participate in the class discussions.