Académique Documents
Professionnel Documents
Culture Documents
Marketing Specialization
Course Name: Brand Management
Number of Credits: 2
Course Code MM P 018
Course Range 700-899
Level 4/5
v)
vi)
vii)
Pedagogy:
1.
2.
3.
4.
Lecture
Case Study
Projects
Group Presentation
Pre-learning:
1.
Marketing Management
Course Outline
Sr. No.
1.
Topic
Understanding Brands
o
Evolution of brand
Hours
2
2.
3.
i)
channels
Brand Evaluation:
i)
ii)
iii)
iv)
11
Brand Audit,
Models of Equity measurement - concept
Luxury Brands
Online Branding
Creating a Brand Cult
Emotional Branding
Sensory Branding (Lindstorm)
Social Branding
Cause Related Branding
Brand Communities
Sports Branding
Impression Management (Self Branding)
Total Hours
30
1. Strategic Brand Management (3rd Edition) by Kevin Lane Keller, M. G. Parameswaran. &Issac
Jacob (To be distributed to students from Book Bank under sharing basis).
2. Strategic Brand Management Creating and Sustaining Brand Equity Long Term - J.N Kapferer.
Second edition.
3. Brand Management; Y L R Moorthy
4. Positioning; Al Ries and Jack Trout
5. Harvard Business Review on Brand Management (Harvard Business Review Paperback
Series) by Erich Joachimsthaler, David A. Aaker, John Quelch, and David Kenny
6. Building Brands by Advertising; David Aaker, Myers and Batra
7. Brand Asset Management Driving Profitable Growth through Your Brands by Scott David,
Wiley Publication, 2000 edition.
8. Brand Positioning Strategies for Competitive Advantage by SubrotoSengupta. Tata McGraw
Hill Publishing, Eleventh reprint 1997.
9. Brand Vision to Brand Evaluation-Leslie De Chernatony, Malcolm McDonald.
10. Brand Sense : How to build Powerful brands through touch, taste, smell, sight and sound by
Martin Lindstorm
11. Building Strong Brands by Aaker.
12. Brand Positioning Strategies for Competitive Advantage. By SubrotoSengupta
13. Building Brands That Win KaushikMukerjee Tata McGraw Hill Education , 2013.
Suggested Evaluation Methods:
2 credits
i)
Internal
a. Surprise Test/ Assignments b. Project on Brand Portfolio c. Case studies and presentation
d. Brand Quiz/ Class Test
Name of
Member
Designation
Org. / Inst.
Prof.
TarunGhosh
Faculty
SIMC UG Pune
Signature
Signature:
Dr.
TruptiDhote
Assistant
Professor
SITM Pune
Dr. Nivedita
Sharma
Assistant
Professor
SIIB Pune
Dr. Swati
Nalawade
Associate
Professor
SIMS, Pune
Date:
Benchmarking:
http://bschool.nus.edu/Portals/0/images/BBA/docs/MKT3418_S2.pdf
http://www.brescia.uwo.ca/academics/CourseOutlines/Archive/20112012/documents/MOS4415Sharen.pdf
Canadian Marketing Association : http://www.the-cma.org/educationevents/certificates/branding/outline
XIM B Product and Brand Management http://www1.ximb.ac.in/users/Off/Dean/DoDox4Co.nsf/27e84f44a7052
f4ce52569fe00080a03/2586493e91883b91652579510031d453/$FILE/C
ourse%20Outline-PBM.pdf