* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Course Outline File - SIS Home
Guerrilla marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Food marketing wikipedia , lookup
Visual merchandising wikipedia , lookup
Street marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Celebrity branding wikipedia , lookup
Product planning wikipedia , lookup
Marketing strategy wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Digital marketing wikipedia , lookup
WWE brand extension wikipedia , lookup
Advertising campaign wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Global marketing wikipedia , lookup
Brand awareness wikipedia , lookup
Brand loyalty wikipedia , lookup
Brand equity wikipedia , lookup
Personal branding wikipedia , lookup
ASHESI UNIVERSITY COLLEGE STRATEGIC BRAND MANAGEMENT BUSA 442 Fall 2016 LECTURER: Anthony Ebow Spio FACULTY INTERN: Christabelle Baako OFFICE LOCATION: 210 OFFICE LOCATION: FIs OFFICE Email: [email protected] EMAIL: TEL: 0302 610 330 ext. 1008 MOBILE: 0242868237 TEL.: 0302 610 330 ext. 1076 OFFICE HOURS: 8.30-10.00am OFFICE HOURS: Lecture Location and Time: Lecture Room 216; 3.10m-4.40pm on Days: Tuesday and Thursday Discussion Time: 5.00pm on Friday (R 218) COURSE DESCRIPTION Growing number of firms and organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. The tremendous economic growth and development that the world has experienced in recent decades, has meant individuals and business managers in most countries are inundated with variety of products and services to choose from. Whereas for the individual finding time to select from huge variety of products and services may be a challenge, more products and services on the market means stiffer competition for the firm. A strong brand’s ability to simplify the consumer decision making, reduce risks, set expectations and set apart a firm from its competitors is, therefore, invaluable. Creating strong brands that deliver on that promise, and maintaining and enhancing the strength of those brands over time is imperative for business success. This is the role of strategic brand management in organizations and for that matter the import of this course. This course will cover brands, brand equity, the design and implementation of brand marketing programmes to build, manage and measure brand equity. It will also cover branding in the digital age. This is because the Internet has become indispensable tool for marketing and business. In a nutshell, this course will provide you with the knowledge and technique, through the learning and practice of relevant concepts, principles, tools and insights, to launch and successfully manage brands in a dynamic digital world. TEXTBOOKS & OTHER REQUIRED MATERIALS Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson 1 Supplementary Text Mark Uncles (2011) Perspectives on Brand Management, Tild University Press Jean –Noel Kapferer (2008) The New Strategic Brand Management 4th Edition, Kogan Page Leslie De Chernatony, Malcolm McDonald & Elaine Wallace (2013) Creating Powerful Brands 4th Edition Routledge Relevant Journals and Magazines Harvard Business Review The Mckinsey Quarterly Boston Consulting Group (BCG) COURSE OBJECTIVE The purpose of this course is to equip students with the knowledge and technique, through the learning and practice of relevant concepts, principles, tools and insights, to launch and successfully manage brands in a dynamic digital world. LEARNING OBJECTIVES Students assume the role of a brand manager and product group manager and learn to make effective branding decisions, develop a strategic brand plan and manage brands successfully over time. Students will be exposed to relevant cases, events and given the opportunity to interact with marketing and brand practitioners to enable them appreciate and develop the skills to create and manage strong brands. At the end of the course students are expected to achieve the following: Explain important concepts, principles, and tools of brand management. Create a brand and develop a brand positioning for the brand Apply branding concept to themselves by composing a Personal Brand profile Appraise brands and recommend remedies for building brand equity. Develop strategic brand marketing plans and integrated marketing communications plans, which recognize digital channels, to build brand equity. Evaluate own and other students’ work REQUIRED COURSE ELEMENTS, ASSESSMENT AND GRADING Your course grade will be based on the following components and percentage allocation: Quizzes/Individual Assignments (i.e. 6 in total) 30% Written Case Analysis /Group Assignment 20% Mid Semester Exams 20% Class Participation 10% Final Team Group Project 20% 2 COURSE TOPICS This course will be divided into the following modules. Each module will have its own introduction and required readings. It, however, seek to build on the knowledge acquired in previous modules. Module 1. Introduction to Strategic Brand Management Module 2. Customer Based Brand Equity Module 3. Brand Positioning Module 4. Choosing Brand Elements to Brand Equity Module 5. Digital Marketing and Branding in the Digital Era Module 6. Designing Marketing Programmes to Build Brand Equity I: Product, Pricing and Channel Strategies Module 7. Designing Marketing Programmes to Build Brand Equity II: Integrated Marketing Communications Module 8. Leveraging Secondary Brand Associations to Build Brand Equity Module 9. Measuring Brand Equity Module 10. Designing and Implementing a Branding Strategy I: Brand Architecture, Brand-Product Matrix, Brand Hierarchy Module 11. Designing and Implementing a Branding Strategy II: Introduction & Naming New Products & Brand Extensions ASHESI LEARNING GOALS 1. Critical Thinking and Quantitative Reasoning: An Ashesi student is able to apply critical thinking and quantitative reasoning to approach complex problems. Students will be given business cases to analyze. You will submit case study assignments and final project that require the application of critical thinking and quantitative reasoning in performing the assignment. Working in teams will also present opportunities for you to apply logic in presenting your case to your colleagues. 2. Communication: An Ashesi student is an excellent communicator in a variety of forms. Students will present written cases, make presentation in class and also deliver final project all of which are supposed to help develop your communication skills. 3. Leadership and Teamwork: An Ashesi student is adept at leading and functioning in teams. Students will work in teams to do the final project and other assignments. 4. Curious and Skilled: An Ashesi student is inquisitive and confident, has breadth of knowledge and has attained a high level of mastery in their field: The final project as well as the mid-term exams is designed to build students’ skills in developing strategic brand plans through practice and application of relevant concepts. Students will organize a Brand Fair as part of the course assessment. This will give students the opportunity to showcase their creativity. 5. Technology: An Ashesi student is an effective and flexible user of technology. The changing and growing role of technology in creating value for consumers will be emphasized. 3 COURSE SCHEDULE: Below is the tentative schedule for the course. Note that the schedule is subject to change Week Week 1 Week 2 Week 3 Week 4 Week 5 Topics Reading Introduction to Strategic Brand Management Defining a Brand and why brands matter Can everything be branded? Branding Challenges & Opportunities The Brand Equity Concept Strategic Brand Management Process Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 1. Customer Based Brand Equity Customer –Based Brand Equity Building a Strong Brand Creating Customer Value Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapters 2 & 3. Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapters 2 & 3, Brand Positioning Identifying & Establishing Brand Positioning Positioning Guidelines Brand Manifesto Personal Branding Brand Audits Employer Brand Choosing Brand Elements to Build Equity Criteria for Choosing Brand Elements Options and Tactics for Brand Elements Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 4. Designing Marketing Programmes to Build Brand Equity I: Product, Pricing and Channel Strategies Product Strategy Pricing Strategy Channel Strategy Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 5. 4 Week Topics Reading Week 6 Digital Marketing and Building Great Brands in the Digital Age Rob Stokes eMarketing: The Essential Guide to Marketing in the Digital World (5th Edition) Chapter 2. Nielsen (2009) Building Great Brands in the Digital Age Vipat, R., (2013) Digital marketing at Nike. [Online]Available at: http://www.slideshare.net/ojasvipat/fi nal-digital-marketing-at-nike Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 MID-SEMESTER EXAMS MID-SEMESTER BREAK March 3, 2016 March 7-11 2016 Designing Marketing Programmes to Build Brand Equity II: Integrated Marketing Communications Marketing Communications Options Developing Integrated Marketing Communication Programmes Story Telling Leveraging Secondary Brand Associations to Build Brand Equity Conceptualizing the Leveraging Process Sources of Secondary Brand Knowledge Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 6. Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 7. Measuring Brand Equity The Brand Value Chain Designing Brand Tracking Studies Establishing a Brand Equity Management System Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 8. Designing and Implementing Branding Strategy I: Brand Architecture, Brand-Product Matrix, Brand Hierarchy Brand Architecture Brand Hierarchy Designing a Brand Strategy Designing and Implementing a Branding Strategy II: Introduction & Naming New Products & Brand Extensions New Products and Brand Extensions Merits and Demerits of Brand Extensions Understanding How Consumers Evaluate Brand Extensions Evaluating Brand Extension Opportunities Extension Guidelines Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 11. Week 14 Final Team Project Week 15 Finalize and Submit Final Team Project 5 Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th Edition), Pearson, Chapter 12. 29th April 2016 COURSE POLICIES Class Conduct Ashesi rules concerning classroom conduct and academic work (presentations, quizzes, take-home, assignments, and examinations) apply fully in this course (for details of what is acceptable and what is not acceptable refer to the student handbook and any other college document containing such rules). Conducts that shall not be tolerated include, but not limited to the following: - Absenteeism, Lateness and unwarranted walkouts. - Using a mobile phone or allowing your phone or alarm set to ring while class is in session and using a computer in class for browsing or for purposes other than authorized class exercises. - Late submission of assignment Academic Dishonesty Academic dishonesty will not be tolerated. Academic dishonesty includes, but is not limited to, cheating, plagiarism, falsifying identity or academic records and being an accessory to acts of academic dishonesty. Ignorance about what counts as plagiarism is not an acceptable excuse. Students who engage in any acts of academic dishonesty threaten the values and beliefs that underpin academic work and devalue the integrity of the University’s awards. Offenders will be referred to the Disciplinary Committee of the University. In proven cases, offenders shall be punished, and the punishment may extend to failing this course 6 Assessment and Assignments: Quizzes, Written Case Analysis/Group Assignment, Mid-Semester Exams, Final Team Projects. Type Details Quizzes/Individual Assignments There will be at least 6 quizzes and individual assignments in all. The goal is to get students very well engaged and intellectually immersed in the course. The assignments will test students’ comprehension of concepts and theories. Written Case Analysis 1 (Group Work) Nike The mode of assessment will essentially be in-class written quizzes and short summaries. This is a team assignment. Students will be given a real brand case to analyse. Date of Assignment Completion and Due Date 05/02/2016 12/02/2016 19/02/2016 26/02/2016 25/03/2016 01/04/2016 08/04/2016 28/01/2016 12/02/2016 25/03/2016 08/04/2016 Students are required to use appropriate tools to appraise brand management initiatives and activities of well-known global brand as well as its sources of brand equity. Students will also use the information available from the case to develop a Brand Positioning Statement for the brand based on Unilever’s brand positioning tool. Written Case Analysis 2 (Group Work) Integrated Marketing Communications Assignment The teams will present both written and oral reports. Students will judge the oral report/presentations. This is a team assignment. Students will be given a real business case to work on. Students are required to develop a Brand Positioning Statement for a selected brand and design an Integrated Marketing Communications plan, taking into consideration the digital channels, to reposition and build equity for the brand. 7 The teams will present both written and oral reports. Students will judge the oral report/presentations. Mid-Semester Exams This is a 2-hour written exam. The rationale for the examination is to assess your comprehension and understanding of core concepts and demonstrate your ability to synthesize and integrate the concepts, principles and tools. It is also gives you the opportunity to further apply your knowledge in addressing practical brand management issues and prescribing solutions in an independent setting. 03/03/2016 03/03/2016 The Final Team Project 15/03/2016 constitutes 20% of total marks for the course and it is the core assignment of the course. This is a team assignment. Each group shall consist of 6-7 students and it is required to create a brand and develop a strategic brand marketing plan for the launch of a new product or service in a selected market. Goal of Assignment Get students to apply strategic brand 29/04/2016 There will be two sections to the exams. Part one is about answering questions set on a real brand case. Students will be given a case at least one week in advance to study. The students will be required to apply concepts and tools they have learnt to the real brand case. The second part will involve answering questions on the concepts, principles and tools learnt. Final Team Project 8 management and marketing concepts, principles and theories learnt in the course Get students to apply the strategic brand marketing planning process to a specific business case. Assignment Each team should identify an opportunity for a new product or service in a given product/service market. 1. Select any product or service market of your choice (e.g. toothpaste, deodorant, banking, insurance etc) and design/create a brand (name, brand positioning based on brand key vision tool, logo, slogan etc) to exploit the opportunity. 2. Develop a strategic brand marketing plan to launch and build a strong equity for the brand in the market. The duration of your plan should be between 18-24 months Your paper/report should cover the following Executive Summary Review of Current Market Situation Strength Weakness, Opportunities Threat (SWOT) Analysis Key Issues and Objectives Marketing Strategy Target Market/Audience Positioning Product Elements Pricing Strategy 9 Distribution Strategy Promotion/Marketing Communication Strategy NB: Where a service product or brand is selected the marketing mix should include Process, Physical Environment & People Action Programme Budgets Control & Evaluation Participation In order to achieve the highest grades for participation, students should answer questions in class, participate in tutorials and team assignments. You should also demonstrate you have read the required readings and should treat your fellow classmates with respect at all times. Attendance to class is nonnegotiable. Students will lose marks for not attending classes without prior notification or a tangible reason. All Assignments and the End of Term Project work must be preferably word-processed using Standard 12-point font, be double-spaced, and have one inch margins Have numbered and stapled pages Be proofread and spell-checked However, clearly handwritten texts are also welcomed if for any unique reason students are unable to submit their work in a word-processed format. 10