Brand Management

Course Code:

Man 349

Course Type:

Elective

P:

3

Application:

0

Credits:

3

ECTS:

5

Course Language:

Almanca

Course Objectives:

The objective of this course is to introduce students to the concepts, analyses, and activities that comprise brand management, and to provide practice in assessing and solving problems. This course addresses important branding decisions faced by organizations. The course objectives are: to increase student understanding of the terminology, concepts and activities of brand management and important issues in planning, implementing and evaluating brand strategies; to provide relevant theories, models and tools for the making of brand decisions; and to provide a forum for students to apply these principles.

Course Content:

The topics that are covered in the course are: Brand Equity, Advertisement, Product development, Distibution, Pricing, Promotion, Positioning, Differentiation, Consumer trends, Marketing plan, Brand strategy

Course Methodology:

1. Lecture Method 2. Question/Answer Method 3. Discussion Method 4. Case Study Method 5. Workshop 6. Problem Solving Method

Course Evaluation Methods:

A: Testing B: Presentation C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Programme Learning Outcomes	Teaching Methods	Assessment Methods
How to develop strong brands	2,4	1,2,3,4,5	A,B
Brand marketing plan development	2,4	1,2,3,4,5	A,B
How to develop and manage brand and product portfolio	2,4	1,2,3,4	A,B

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction to brand management	Related Chapters and Readings
2	Purpose of branding, Strong brands	Related Chapters and Readings
3	Differentiation and market analysis	Related Chapters and Readings
4	Brand pyramid	Related Chapters and Readings
5	Developing and evaluating brand elements	Related Chapters and Readings
6	Developing and evaluating brand elements	Related Chapters and Readings
7	Midterm
8	Marketing mix	Related Chapters and Readings
9	Marketing mix	Related Chapters and Readings
10	Brand performance measurement	Related Chapters and Readings
11	Multibranding and brand extension strategies	Related Chapters and Readings
12	Multinational brand management	Related Chapters and Readings
13	Presentations
14	Presentations
15	Final Exam

Recommended Sources

RECOMMENDED SOURCES
Textbook	Esch, F. R. (Ed.). (2019). Handbuch Markenführung. Springer-Verlag. 2- Bruhn, M. (Ed.). (2013). Handbuch Markenführung: Kompendium zum erfolgreichen Markenmanagement. Strategien-Instrumente-Erfahrungen. Springer-Verlag.
Additional Resources	Lecture notes

Material Sharing

MATERIAL SHARING
Documents	Photocopy shareable.
Assignments	Shareable
Exams	Not shareable

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	20
Presentation	1	30
Participation	1	10
Final	1	40
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		60
Total		100

Course’s Contribution to Program

OURSE'S CONTRIBUTION TO PROGRAMME
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Have the basic knowledge on legal, political, economic and social issues that cover the field of business administration science and specialties at international level.			X
2	Have the knowledge of English at international institutional level to communicate effectively in written and oral.					X
3	Improves entrepreneurship ability.				X
4	Reinforce theoretical knowledge with practice.					X
5	Associate the knowledge acquired in the sub-specialties of business science and reflect it in decision-making processes.					X
6	Work effectively within the team and take the initiative for the success of the team.					X
7	Act in accordance with the principles of business ethics and social responsibility and fulfill their active citizenship duties.		X
8	Have the necessary knowledge to conduct independent study / project / research, evaluate their results, and produce creative solutions to problems.					X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms	1	5	5
Homework	1	15	15
Final examination	1	15	15
Total Work Load			131
Total Work Load / 25 (h)			5,24
ECTS Credit of the Course			5

None

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