THAMES INTERNATIONAL COLLEGE Bachelor of Business Administration Course Plan

Course Title: Brand Management Course Code: MKM 202 Level: BBA 7th semester (MKM) Term: Start Date: Time: Total Class Hours: Instructor: Email: Fall (Kartik-Falgun) 2068 20 Kartik 2068 11:35 to 12:30 pm 60 Keshab Bhattarai keshab.bhattarai@thamescollege.edu.np

COURSE DESCRIPTION: This course contains different theoretical and skill-oriented concepts on brand building of an organization. Major topics that are included in this module are: Brand and Brand building, Role of Brand Management, Brand Equity, Brand positioning, marketing strategies for brand building, Brand extension etc. COURSE OBJECTIVE: This course aims to develop students skill in brand management with a special focus on brandbuilding in the competitive and market-driven business environment. Basic Books Reference Books Kevin Lane Keller, Strategic Brand Management, Pearson Education : New Delhi. Jean Noel Kapferer, Strategic Brand Management, Kogan Page : New Delhi. David A. Aakar, Managing Brand Equtiy, Free press: New York.

COURSE SCHEDULE
Week 1: Tentative Date: Kartik 20 Kartik 26

Introduction of the course, Concept of brand and branding, Importance of branding to consumers, firms, and society. Week 2: Tentative Dates: Kartik 27 Mangsir 3

Branding of various marketing entities, Types of brand: Brand hierarchy. Brand management process. Week 3: Tentative Dates: Mangsir 4 Mangsir 10

Branding challenges of the 21st Century, Concept of brand equity. Sources of brand equity: awareness, associations, values, and loyalty. Assignment 1

Week 4:

Tentative Dates: Mangsir 11 Mangsir 17

Brand building blocks: Brand salience, brand performance, brand image, brand judgement, brand feelings, and brand resources.. Week 5: Tentative Dates: Mangsir 18 Mangsir 27

Brand positioning concept and importance, Brand positioning concept and importance, Positioning process: Identifying target market, nature of competition, and points of parity and points of difference Assignment 2 Week 6: Tentative Dates: Mangsir 25 Poush 2

Selecting brand positioning (PoP and PoD). Core brand values, brand mantras, and internal branding. Week 7: Week 8: Week 9: Tentative Dates Poush 3 Poush 9 (MID-TERM EXAMINATION) Tentative Dates Poush 3 Poush 9 (WINTER BREAK) Tentative Dates: Poush 17 Poush 23

Criteria for choosing brand elements. Selecting brand elements: brand names, logos, symbols, characters, slogans, jingles, packaging and URLs. Week 10: Tentative Dates: Poush 24 Poush 30

Product strategy: perceived quality and value, and relationship marketing. Pricing strategy: consumer price perceptions and price setting. Assignment 3 Week 11: Tentative Dates: Magh 1 Magh 7

Channels strategy: direct and indirect channels for services. Promotion: marketing communication options, integrating marketing communication programs. Week 12: Tentative Dates: Magh 8 Magh 14

Pricing strategy: consumer price perceptions and price setting. Channels strategy: direct and indirect channels for services. Assignment 4 Week 13: Tentative Dates: Magh 15 Magh 21

Promotion: marketing communication options, integrating marketing communication programs. Week 14: Week 15: Week 16: Tentative Dates: Magh 22 Magh 28 (PRE-SEMESTER EXAMINATION) Tentative Dates: Magh 29 Falgun 6 (REVISION) Tentative Dates: Falgun 7 Falgun 13 (REVISION) Assignments Assignment 1 Assignment 2 Assignment 3 Assignment 4 Due Dates Mangsir 2 Mangsir 23 Poush 29 Magh 13