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Lahore University of Management Sciences

MKTG 392 Brand Management


Spring Semester 2016
Instructor
Room No.
Office Hours
Email
Telephone
Secretary/TA
TA Office Hours
Course URL (if any)

Sarah Suneel Sarfraz


422 - 4th, Floor, SDSB Building
TBA
sarah.sarfraz@lums.edu.pk
042-35608429
Nabeela Shehzadi
By Email
Suraj.lums.edu.pk

COURSE BASICS
Credit Hours
Lecture(s)
Recitation/Lab (per
week)
Tutorial (per week)

3
Nbr of Lec(s) Per
Week
Nbr of Lec(s) Per
Week
Nbr of Lec(s) Per
Week

Duration

1 hour 15 minutes each

N/A

Duration

N/A

N/A

Duration

N/A

COURSE DISTRIBUTION
Core
Elective
Open for Student
Category
Close for Student
Category

Yes
Seniors, Juniors, Sophomores
All freshmen

COURSE DESCRIPTION
AMA (American Marketing Association) defines brand as a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and services of one seller or group of sellers from
those of the competitor. However scholars and practitioners agree that a brand is much more than that.
Brand is a promise to the customer, brand is an overall experience to the customer that encompasses all
touch points with the customer. As traditional competitive advantages are fading, the new competitive
arena is Brand Equity, which creates long-term profitable brand relationships.
This course takes a customer based cognitive perspective and examines the building blocks of brand
equity across 4 different modules:
Module
Module
Module
Module

1:
2:
3:
4:

What are Brands?


How to Build Brands?
How to Keep Track of your Brands
Carrying your Brands forward!

COURSE PREREQUISITE(S)

Principles of Marketing (MKTG201)

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COURSE OBJECTIVES
The course is designed to introduce students to basic concepts of branding and to enable
them to see through inter-linkages among these concepts. In addition, it aims to develop
them as independent readers of the discipline so that they can brand in their own unique
way. For this reason, the course will not only use the text book but will also introduce
students to the sources of upcoming marketing thoughts so that they can independently
keep themselves up to date in future (if they wish).

COURSE LEARNING OUTCOMES (CLO)


Successful completion of the course means students will be able to:
1.
2.
3.
4.
5.

Demonstrate a fundamental understanding of Brand Equity.


Detail how to build Brand Equity.
Use different methods of measuring Brand Equity.
Explain how to sustain and grow Brand Equity.
Conduct a Brand Audit.

UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES


General Learning Goals & Objectives
Goal 1 Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical
issues in an organizational context.
Goal 3 Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and
generate viable solutions.
Goal 4 Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in
business and management context.
Goal 5 Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse
environments.
Goal 6 Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic,
Political, Regulatory, Legal, Technological, and Social environment of organizations.
Major Specific Learning Goals & Objectives
Goal 7 (a) Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they
interact including application to real world situations (Including subject knowledge).
Goal 7 (b) Understanding the science behind the decision-making process (for
MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and
apply appropriate decision-support tools, interpret results and make meaningful

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recommendations to support the decision-maker

Indicate below how the course learning objectives specifically relate to any program
learning goals and objectives.

PROGRAM LEARNING
GOALS AND OBJECTIVES
Goal 1 Effective Written and
Oral Communication

Goal 2 Ethical Understanding


and Reasoning
Goal 3 Analytical Thinking and
Problem Solving Skills

Goal 4 Application of
Information Technology
Goal 5 Teamwork in Diverse
and Multicultural Environments
Goal 6 Understanding
Organizational Ecosystems
Goal 7 (a) Discipline Specific
Knowledge and Understanding
Goal 7 (b) Understanding the
science behind the decisionmaking process

COURSE LEARNING
OBJECTIVES

COURSE ASSESSMENT ITEM

Oral: Students are supposed to


actively participate in the class
and deliver professional oral
presentation.
Written: Students submit one
report and one presentation
(with comments) that involve
substantial level of writing
N/A

Class Participation and Projects

Students polish this skills by (i)


conducting brand audit and
recommending solutions to
problems and (ii) by designing
solution experiments in research
report

Projects

Quizzes and Exam

N/A
The course lays strong emphasis
on team work by getting them
involved in two different projects
N/A

Projects

Exhaustive coverage of
important marketing topics
This courses takes a scientific
approach to branding by
describing how we can structure
our management of brands and
make them more efficient.

Class participation, Projects,


Quizzes, Exams
Class participation, Projects,
Quizzes and Exam

Quizzes, Exam

GRADING BREAKUP AND POLICY


BrandAudit Project + Presentation (Team Based): 25%
Quiz(s): 20% (There will be 4 quizzes with n-1 format; Missing a quiz will be considered as your lowest
grade. No make-ups for quizzes!)
Class Participation: 20%
Attendance: 5%
Final Examination: 30%

EXAMINATION DETAIL

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Midterm
Exam

Final Exam

No

Yes
Combined
Duration:2 hours
Objective + Subjective

COURSE PROJECT
Important Suggestions &Notes:
1. All projects are group work
2. Students should write their name on section(s) they have worked on.
3. Academic honesty is expected of students! Any issues in this regard will be treated without any
compassion!
4. Group project is not a work of 4 individuals working on 4 different parts. Such projects naturally
create silos of output with out of sync ideas. Please do spend some time in synchronizing work;
if not, the whole purpose of group work is lost. You can do this in two ways: a) nominate a team
lead with the main responsibility of synchronizing work, b) conduct a pre-finalization group
meeting to discuss synchronization points (recommended option).
5. Quite often reports are submitted assuming that the reader has the same mindset as the writer.
Such an assumption is wrong! Please note that the reader (instructors, your line managers, top
management etc.) will always be pressed with time. If you cannot make a document that is
structured (title page with necessary details such as topic + group member email addresses +
group number etc., TOC, page numbers, headings numbered and in levels) and has a logical flow
of argument, then please dont expect a favorable feedback!
6. Considering there is substantial grade for projects, the issues of free riders in group may
potentially deteriorate the quality of output. It is strongly suggested that you contact the
instructor as soon as you face any such issues. Note for the Free riders: You will either be
forced to work on the project all alone (with some negative deductions to the grade) or given an
F depending on your interest!
7. For meetings, ALL the group members should behave responsibly and come ON TIME. Late
arrivals may not be allowed in the meeting.
Brand Audit:
(CLO # 1&5)
Each team should choose a brand of their interest and that it must be approved by the instructor. The
work involved in the project is to conduct Brand Tracking Survey with consumersin order to dissect the
brand and estimate its health. Assuming the audience is internal senior management, the group must
make a convincing argument as to how the brand should be managed.
There are 3 major parts of the project two research parts and a final integrative analysis.
Secondary Research
1. Brand Introduction
2. Competition
3. Brand Inventory

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4. Current Marketing Strategy
Primary Research
5.
6.
7.
8.

Conducting Brand Tracking Survey


Analyzing Data
Compiling Results
Measuring Brand Equity

Recommended Branding Strategy (Use results of Experiment, secondary and Primary Research data)

Deliverables: There are 2 deliverables for this:


1. Written report (10%): A complete written report about the recommended branding strategy as a
result of the research work.
2. Presentation (15% points): A presentation of the complete audit with emphasis on
recommendations + brand experiment will have to be made in front of the class.
(Note: Please add notes on the slides so that the instructor can use them latter on to make a
detailed evaluation)

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COURSE OVERVIEW
WEE
K
TOPICS
#

RECOMMENDED
READINGS/ACTIVITIES

CLO

OBJECTIVES/
APPLICATION

Module 1:
What are Brands?
Part-1 (Introduction)

Introduction to Class
What are Brands?
Introduction to Brand
Management
Pros and Cons of
Branding
Part-1 (Introduction)

Chapter-1 (pp. 2-11;27-29;3845)

Defining and
1
understanding the
concept and power of
Brand.

Chapter-2 (pp. 48-78)

Giving a fundamental 1
understanding of
Brand Equity.

Brand Equity
Module 2:
How to Build Brands?

Part-2 (Establishing Brand


Positioning)
3

Creating a positive
Brand Image in the
minds of consumers.

By Choosing Brand
Elements
By Designing
Marketing Program
(Product, Price, Place)

Part-3 (Building Brand Equity)

Chapter-4 (pp. 140-154; 174177)


Chapter-5 (194-195; 200-201;
211-219; )

Detailing how to
2
build Brand Equity
by choosing brand
elements like name,
sign, symbol, slogan
etc. and by designing
product, price, place
strategies.

Chapter-6 (pp. 230-234; 237;


267-276)

Detailing how to
build Brand
Equity by designing
promotion mix
strategy and by
developing culture
around it.

Detailing how to
build Brand
Equity through
secondary
associations like
celebrities and by
adopting cause-

By Designing
Marketing Program
(Integrated Marketing
Communication)

6.

Part-3 (Building Brand Equity)

Brand Positioning

Part-3 (Building Brand Equity)

Chapter-3 (Text)
Group List Due

By Leveraging
Secondary Associations

Research Project/Brand
Audit Summary Due

Chapter-7 (Text)

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related marketing
strategy.

Module 3:
How to Keep Track of your Brands
Part-4 (Measuring Brand
Equity)

Explaining different
methods of
measuring Brand
Equity.

Chapter-9 (Text)

Explaining different
methods of
measuring Brand
Equity.

Chapter-10 (Text)

Explaining different
methods of
measuring Brand
Equity.

The Brand Value Chain


Brand Tracking Studies
Brand Equity
Management System

Part-4 (Measuring Brand


Equity Sources)
8

Chapter-8 (Text)

Part-4 (Measuring Brand


Equity Outcomes)

Module 4:
Carrying your Brands forward!
Part-5 (Growing and
Sustaining Brand Equity)

10

Brand Architecture
Brand Hierarchy

Part-5 (Growing and


Sustaining Brand Equity)

11

12

Chapter-11 (435-475; 485-488) Describing how to


sustain and grow
Brand Equity.

Chapter-12

Describing how to
extend your brands
to new product
categories

Ch 12
Research Report
Submission

Describe how brand


communities help
sustain the brand

1, 3, 4

Introducing and
Managing Brand
Extensions

Part-5 (Growing and


Sustaining Brand Equity)
Brand Communities

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Part-5 (Growing and
Sustaining Brand Equity)
13

14

Brand Reinforcement
Brand Revitalization
Brand Crisis
Retiring a Brand

Course Project
Presentations

Ch-13 (Text)
Brand Audit Submission

Providing an insight
about managing a
brand over a period
of time.

1, 4, 5

Final Exam

TEXTBOOK(S)/SUPPLEMENTARY READINGS
Text

Strategic Brand Management, Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob, 3 rd Edition,
Pearson

Online References:
http://www.interbrand.com/en/
http://hbr.org/magazine
Note:
A) Class timings will strictly be adhered to.
B) Questions related to the discussions in class will also be included in the Quizzes and the Final
exam.
C) Passive listeners are not encouraged to take this course. Each student is supposed to actively
participate in class discussions to earn his/her "class participation" (CP) grade. The instructor may
call on students to answer questions and discuss class materials to encourage everyone to
participate in the class discussions.