MBA Programme

GraduateSchool of Business

http://www.mba.itb.ac.id
INSTITUT TEKNOLOGI BANDUNG

MM 6031
Branding and Marketing
Communication
YOUNG PROFESSIONAL CLASS (YP 52)

January 2016

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
http://www.sbm.itb.ac.id/mba

Contents
No Description

Page

Vision and Mission of MBA ITB ........

Learning Goals of MBA ITB ............

Learning Goals of This Course ..........

Learning Outcomes of This Course ........

The Course Structure .........

The Course Plan................

Lecturer Profile ............

10

Grading ..............

11

Student Guidance .........

11

10 References ...........

11

1. Vision and Mission of MBA-ITB

MBA ITB has a vision and mission as follows:
Vision:
To be A World Class Program of Master and Business Administration that Creates Ethical
and Entrepreneurial Leaders
Mission:
To educate and develop future leaders in business
To develop the knowledge of business and management which is relevant and
applicable for business leaders in Indonesia and the world
To develop sustainable education program for building human resource capacity needed
for enhancing industry competitiveness in Indonesia

2. Learning Goals of MBA-ITB

In General, The MBA-ITBs learning goal is to develop students to have the following
characteristics:
Knowledgeable and competent in management of business functions and resources
such as marketing, finance, operations, human resource and technology
Ethical and entrepreneurial business leader who has a big concern about social and
environmental issues
Understand the importance of local, national and global issues to business operations
and able to adapt the business operations to sustain and grow in the changing business
environment
Continuously learn and develop ownself using professional, humanism and ethical
manner to deal with business challenges in the future
There are three programs at MBA ITB Bandung campus with specific learning goals as
follows:
A. Young Professional
The learning goal of this program is to build business sensitivity and business administration
knowledge and skills required to start career at managerial level.
B. Creative and Cultural Entrepreneurship (CCE)
The learning goal of this program is to teach students about doing business in creative and
culture sectors and how to manage their new business in these areas.
2

C. Executive MBA
The learning goal of this program to improve students agility in decision making and to
develop a holistic view of business which enables them to lead a business project on a
higher level effectively in todays business environment.

3. Learning Goals of This Course

This course is for Young Professional class with the learning goals as follows:
1. To teach students about concepts of brand and brand management including the
marketing campaign of brand
2. To build students skills in analysis of branding situation
3. To develop decision making skill that enable students to identify alternative solutions
and choose the one which can strengthen brand position in the market
4. To develop team work and communication skills and leadership which is required to run
brand management activities

4. The Course Structure and Learning Outcomes

Brand Management course is designed to give an understanding of branding and marketing
communication within brand management structure. As shown in Figure 1, we directly
examine the available key concepts to give understanding of their basic principles. First, we
will introduce brand and brand equity concept, followed by brand storytelling video
exercise. The brand introduction and video exercise are useful to give a general view about
branding and marketing communication. Second, students will learn how to build a strong
brand by developing brand identity and brand positioning. Third, students will learn how to
integrate marketing program and marketing communication into brand equity. Fourth,
students will learn how to measure brand equity, followed by brand audit exercise to
analyze brand performance. Fifth, students will learn how to grow brand equity through
brand architecture, brand portfolio and hierarchy, and brand extension strategies. Sixth,
students will learn how to manage brand over time through brand reinforcement and
brand revitalization strategies. And seventh, students will learn development of branding
and marketing communication on special issues, i.e. branding on Internet and luxury
branding. Along the course, students are exposed to best practice cases in branding as an
exercise to acquire a framework for analyzing brand management problems. Students are
also challenged to utilize their brand knowledge for creating branding and marketing
communication development planning on a final group project. It is expected that all

knowledge and skills they have learned throughout this course will make them ready to
become Assistant Brand Manager.

Figure 1. Structure of MM6031 Branding and Marketing Communication Course

5. The Course Plan

Table 1. Course Plan and Schedule of MM6031 Branding and Marketing Communication
Date
Objective(s)
Activity(ies)
Thursday,
Students understand Session 1 (08.00 09.30)
January 21st, concept of brand and - Introduction to brand and
2016
brand equity
brand equity
- Class management

Thursday,
Student understand
th
January 28 , how to choose brand
2016
elements and apply
them into brand
storytelling
communication

Thursday,
Students understand
th
February 4 , how to build a strong
2016
brand through brand
identity and brand
positioning

Thursday,
February
11th, 2016

Students understand
how to integrate brand
marketing programs
into brand equity

Session 2 (09.45 11.45)

Case 1 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
choosing brand elements
- Brand storytelling video
exercise

Preparation
Students read Kellers book
chapter 1 (page 30-60) and
chapter 2 (page 68-79)
Break
Students read Case 1
Students read Kellers book
chapter 4 (page 141-170)
and brand storytelling
guideline

Evaluation
Individual class
participation

Facilitator
NG

Group performance
NG
-

Individual class
participation
Group exercise

Break
Session 2 (09.45 11.45)
Brand storytelling video
presentation and discussion
Session 1 (08.00 09.30)
Lecturing and discussion on
brand identity and brand
positioning
Session 2 (09.45 11.45)
Case 2 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
designing marketing program
- Marketing program design
exercise

Group performance

Students read Kellers book

chapter 2 (page 79-96) and
chapter 3 (page 107-137)
Break
Students read Case 2
Students read Kellers book
chapter 5 (page 178-209)

Individual class
participation

NG

Group performance
NG
Individual class
participation and
exercise

Break
5

Thursday,
February
18th, 2016

Thursday,
February
25th, 2016

Students understand
how to integrate
marketing
communication into
brand equity

Students understand
how to measure brand
equity and conduct
brand audit to analyze
brand performance

Session 2 (09.45 11.45)

Case 3 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
Integrated Marketing
Communication (IMC)
- IMC exercise
Session 2 (09.45 11.45)
Case 4 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
measuring brand equity
- Brand audit exercise
Session 2 (09.45 11.45)
Case 5 analysis

Thursday,
March 3rd,
2016
Thursday,
March 10th,
2016

Thursday,
March 17th,
2016

Students read Case 3

Students read Kellers book
chapter 6 (page 218-252)

Break
Students read Case 4
Students read Kellers book
chapter 8 (page 292-314)
and chapter 9 (page 325352)
Break
Students read Case 5

Group performance
NG
Individual class
participation and
exercise

Group performance
NG
-

Individual class
participation
Group exercise

Group performance

Mid Test
Students understand
how to grow brand
equity through brand
architecture, brand
portfolio, and brand
hierarchies

Session 1 (08.00 09.30)

- Lecturing and discussion on
brand architecture, brand
portfolio, and brand
hierarchies
- Brand architecture exercise

Students understand
how to grow brand
equity through brand
extension

Session 2 (09.45 11.45)

Case 6 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
brand extension
- Brand extension exercise

Students read Kellers book

chapter 11 (page 386-408)

Break
Students read Case 6
Students read Kellers book
chapter 12 (page 432-469)

Individual class
participation and
exercise

NG

Group performance
NG
Individual class
participation and
exercise
6

Thursday,
March 24th,
2016

Thursday,
March 31th,
2016

Thursday,
April 7th,
2016

Thursday,
April 14th,
2016
Thursday,
April 21th,
2016

Students understand
how to manage brand
over time through
brand reinforcement
and revitalization

Students understand
brand development
relating to digital
marketing

Students understand
luxury brand history
and development

Students learn from

practitioner

Session 2 (09.45 11.45)

Case 7 analysis
Session 1 (08.00 09.30)
Lecturing and discussion on
brand reinforcement and
revitalization
Session 2 (09.45 11.45)
Case 8 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
branding on internet
- Website evaluation exercise
Session 2 (09.45 11.45)
Case 9 analysis
Session 1 (08.00 09.30)
- Lecturing and discussion on
luxury branding
- Luxury brands POP
evaluation exercise
Session 2 (09.45 11.45)
Case 10 analysis
Session 1 and Session 2
Guest lecture and real case
discussion with practitioner

Break
Students read Case 7

Group performance

Students read Kellers book

chapter 13 (page 478-503)

Individual class
participation

Break
Students read Case 8

Group performance

Students read a paper

given by the lecturer

Break
Students read Case 9

NG
Individual class
participation and
exercise
Group performance

Students read a paper

given by the lecturer
- Students visit luxury
brands POP and report
its marketing activities
Break
Students read Case 10

Students collect relevant

information and latest
news about companys
product & brand portfolio

Class participation

NG

Individual class
participation
Group exercise

NG

Group performance
NG

Group Final Project

6. Lecturer Profile
Name: Dr. Nita Garnida
E-mail: nita.garnida@sbm-itb.ac.id
About me
Nita Garnida graduated from Chemistry department ITB for bachelor degree in 1993 and
Marketing Management from Mulawarman University for master degree in 2003. In 2014 she
gained her doctoral degree in Science of Management from School of Business and
Management ITB. Her dissertation integrates four theories and models of Technology
Acceptance Model, Customer Relationship, Knowledge Management, and Consumer Behavior.
Nita has fourteen years of extensive experiences as Marketing Manager in a contractor
company that serves oil and gas industry; and as Head of Coal and Mineral Exploration Projects
in a mining and energy company. As a professional in marketing, she represented various
international brands and supplied their products and services to oil and gas companies in
Indonesia.
In the recent years up to present, she teaches Shopper Behavior, Brand Management, and
Business Growth Strategy courses at SBM ITB. Her research interest is Consumer Behavior,
Brand Management, Marketing Research, Customer Relationship Management, and Digital
Marketing.

Page 8 of 10

7. Grading
Item
Quiz
Individual class participation
and work exercise
Group work exercise and
performance
Mid Test
Group Final Project
TOTAL

Weight
10%
15%
15%
20%
40%
100%

8. Students Guidance
In order to succeed, students are advised to do the followings:
1. Allocate sufficient time for self preparation
2. Discuss concepts and cases with their syndicate
3. Elaborate practical cases apart from cases given
4. Have a proper notes of all lecture
5. Contribute actively in the class

9. References
Keller, K.L., 2013, Strategic Brand Management: Building, Measuring, and Managing Brand
Equity, 4th Edition, Pearson Education Limited.
Harvard Business Review Case Papers:
Case #1: BP Oil International: Brand Image Program (A), (B), (C)
Case #2: Positioning the Tata Nano (A), (B)
Case #3: yesmail.com
Case #4: Do It Show: A New Mobile Communications Service in Korea
Case #5: Everything is Connected: A New Era of Sustainability at Li & Fung
Case #6: Taj Hotels, Resorts, and Palaces
Case #7: McDonalds and the Hotel Industry
Case #8: Introducing iSnack 2.0: The New Vegemite
Case #9: Better Homes and Gardens Real Estate: B2B and B2C Social Media Marketing
Case #10: Cunard Line Ltd.: Managing Integrated Marketing Communications
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