Course Outline: Brand Management (MKT )

Text: Strategic Brand Management

Author: Kevin Lane Keller, 3rd or Latest edition. Pearson
Education/Publication
Course Objectives:
The purpose of the (Product and) Brand Management course is to give you a
fundamental understanding of how to build, measure, and manage a brand. Course
activities include readings from Kellers Strategic Brand Management textbook,
discussions of these readings, and cases from numerous online and off-line sources
that will allow you to apply the theories and strategies learned. Youll also have the
opportunity to work on a brand project.
Learning Considerations:
I expect you to read the assigned chapters for a particular class before the date
well be discussing them. A lecture/PowerPoint file of the lecture to be delivered will
be uploaded via facebook/social media/email group/page opened for the class.

Learning Objective:

By the end of the course, students will be able to:

1) Explain and apply the key terms, definitions, and concepts used in the study
of consumer behavior.
2) Demonstrate how as a marketer you can use your knowledge of consumer
behavior concepts to develop better marketing programs and strategies to
influence those behaviors.
3) Critically evaluate the effectiveness of various advertisement and promotions
and their attempts to influence the behaviors of individuals.
4) Complete a project that demonstrates both your working knowledge and
analytical skills in assessing the consumer decision-making process.
5) Analyze the trends in consumer behavior, and apply them to the marketing of
an actual product or service

Course Policies:
1. Students are responsible for all assignments and must participate in class
discussions.
2. No books, articles, or notes will be allowed to be open during exams, except
in case of open book exams.
3. Strict adherence to academic integrity is required. No cheating or plagiarism
will be tolerated. Talking during exams shall be construed as cheating. Any
act of academic dishonesty shall be dealt with severely.
4. Participating in the Presentation session is mandatory.
5. Attendance and class participation counts and so does your behavior.
6. No make-up exams will be allowed without valid reasons and proper
documentation
7. Grade will be allocated as per the University policy. Any form of soliciting for
the grade will be regarded as academic misconduct and will be treated
severely.
8. Switch off your mobile phones and other electronic devices during
lecture and examination.
9. No late submissions of individual and group assignments are allowed.
10.Students must be present on the days of quizzes and presentation.

11.In case of any academic difficulty students are advised to consult with the
instructor.
12.Instructor reserves the right to amend this outline any time during the
semester

Write ups and Assignments:

All write ups should be completed in groups if not otherwise stated. I will strongly suggest
that you be extremely careful about plagiarism, intellectual dishonesty or any other kind of
cheating. The term paper should be typed or word processed (Font 12, 1.5 margins, not less
than 1.5 spacing).

Assessment:
The final grade awarded for this course will be determined on the following
basis:
Attendance & Participation
Assignments
Three Quiz Tests
Presentation
Mid Term Exam
Final Examination
Total

7%
5%
15%
8%
25%
40%
100%

8
9
10
11
12
13

Ch. 7 Leveraging Secondary Brand Knowledge to Build Brand

Equity
Ch. 8 Developing Brand Equity Measurement and Management
System
Ch. 9 Measuring Sources of Brand Equity
Quiz 2
Ch. 10 Measuring Outcomes of Brand Equity
Ch. 11 Design and Implementing Branding Strategies
Quiz 3
Ch. 12 Introducing and Naming New Products and Brand
Extensions
Ch. 13 Managing Brands Over Time
Ch. 14 Managing Brands Over Geographical Boundaries and
Market Segments
Presentation and Problem Solving

Instructor: Ms. Adiba Anis,

Lecturer (Marketing), School of Business, Bangladesh Open University,
Gazipur - 1705
E-mail: adiba10mkt@gmail.com, Phone: (+88) 018-18644137

Finals

Mid-term

Lecture Structure:
The lecture/discussion method will be the mode of instruction.
Class Topics
es
1
Ch. 1 Brands and Brand Management
2
Ch. 2 Customer-based Brand Equity
3
Quiz 1
Ch. 3 Brand Positioning and Values
4
Ch. 4 Choosing Brand Elements to Build Brand Equity
5
Ch. 5 Designing Marketing Programs to Build Brand Equity
6
Ch. 6 Integrating Marketing Communications to Build Brand
Equity

If you miss class, please email any written assignments that are due that
evening.