MARK4450_Outline_Spring_2016 - BRAND MANAGEMENT MARK4450...

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BRAND MANAGEMENT MARK4450 Spring 2016 L1: Wednesdays & Fridays 13:30pm-14:50pm; Room 1001, LSK Bldg L2: Wednesdays & Fridays 16:30pm-17:50pm; Room 1003, LSK Bldg Instructor: Prof. Geetanjali Saluja Office: 4016B, LSK Phone: 23587709 Email: [email protected] Office hour: By appointment TA: Lily Wong ([email protected]) _________________________________________________________________________ *Students are expected to read this course outline very carefully. Please consult this note before raising any questions about the course. COURSE DESCRIPTION The purpose of this course is to study how a portfolio of brands should be handled. Firms have come to the realization that the brand names associated with their products or services are the most valuable assets they have. Despite this realization, the task of how to manage such a portfolio of brands is difficult. Much of this difficulty stems from our inability to accurately assess the value of brands (i.e., brand equity). How does one determine if one’s marketing plans were successful or not? More specifically, how can you determine if your brand’s equity improved as a result of a marketing decision? Given these types of difficulties, it helps to have some key learning objectives in mind. LEARNING OBJECTIVES An introduction to consumer based brand equity Module 1: The building blocks of brand equity What do brands mean to consumers? o Understand how consumers see brands (i.e., their brand perceptions) o Measure these perceptions o Leverage these perceptions to obtain desired positioning o Determine how you can change these perceptions to achieve brand positioning by applying some of the latest findings from consumer psychology Module 2: Things that erode brand equity How does branding go wrong? o Evaluate how marketing decisions that are made to improve brand performance can inadvertently lead to an erosion of brand equity o Apply these principles and conduct a brand audit that not only measures brand perceptions of a brand but also identifies current marketing decisions that are leading to an erosion of brand equity. COURSE MATERIAL
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2 Business cases and readings: Most of the cases will be provided in a course pack which will be available at the marketing department office (Rm 4018). Students are expected to purchase these once the course packs are available and make sure that they read the assigned cases before coming to class. Other short readings (if any) will be posted on the course website (CANVAS) before the respective classes. Lecture slides/notes : These will also be available on the course website once the class is over. I will not allow the use of laptops/notebooks and iPads during the class unless of course required for a specific assignment. COURSE MAILING LIST AND WEB PAGE I may use e-mail extensively to disseminate information and make early announcements. For this purpose, I’ll set up a class mailing list in CANVAS. All students that have enrolled in this course are automatically included in this list.
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