P E S UNIVERSITY

Faculty of Management Studies

MBA Program
COURSE PLAN

Course Code Title of the course No. of Hours/Week

UM17MB623 BRAND MANAGEMENT L T P S C
Faculty Name Prof Brijesh Singh, Prof Deepak Anand 2 1 0 2 3
Evaluation Weightage (%age)
Total No. of Lecture Hours 39 Hours
Total No of Practical Hours 00 Hours
Exam Duration 3 Hours Exam Marks 100
Note: L: Lecture T: Tutorial P: Practical S: Self Study C: Credit

Description:
The main objective of this course is to walk the students through the steps required to build and leverage brand assets and create enduring
competitive advantage. Students will be able to work with the appropriate theories, models and other tools to ensure better branding decisions,
and to make these concepts relevant for any type of organization.

Course outcome: At the end of the course students are able to:

 To create and evaluate brand elements.

 To create a consumer based Brand Equity.
 To create an integrated marketing communication to build BE.
 To choose and create necessary secondary associations to Build BE
 To generate branding strategies.
Prerequisites: UM17MB554 – Marketing Management

Pedagogy/Andragogy/Didatics: Each unit will have 80 percent of time in lecture and discussions, 20 percent in case study and learning
through Audio visuals and other activities.
 P E S UNIVERSITY
Faculty of Management Studies
MBA Program
Pedagogy/
Session % Cumulative Suggestive
Description Andragogy/
No Coverage % Reading
Didatics
UNIT-1 :
1 Introduction, Importance, Challenges and Opportunities 3 3 Ch1, Keller
2 Brand Equity Concept, Strategic Brand Management Process 2 5 Ch1, Keller
3 Customer Based Brand Equity Introduction 3 8 Ch2, Keller
Lecture,
4 CBBE Pyramid 2 10 Ch2, Keller
Discussions,
5 Dimensions of CBBE 2 12 Ch2, Keller
PPT
6 Creating Customer Value 2 14 Ch2, Keller
7 Brand Positioning, Brand Mantra 3 17 Ch3, Keller
8 Brand Audit 3 20 Ch3, Keller
UNIT-2 :
9 Criteria for Choosing Brand elements 3 23 Ch4, Keller
10 Tactics for Brand elements 2 25 Ch4, Keller
11 Packaging 3 28 Ch4, Keller
Lecture,
12 New perspectives of marketing 3 31 Ch5, Keller
Discussions,
13 Integrating the brand into supporting marketing programs 2 33 Ch5, Keller
PPT
14 Integrating Marketing Programs and activities 2 35 Ch5, Keller
15 The New Media 3 38 Ch6, Keller
16 Evaluating IMC Programs 3 41 Ch6, Keller
UNIT-3 :
17 Building CBBE, Leveraging secondary associations 2 43 Ch7, Keller
18 Co Branding, Ingredient Branding, Licensing, Celebrity endorsement 2 45 Ch7, Keller
19 Brand Value Chain Lecture, 3 48 Ch8, Keller
20 Brand Equity Measurement System Discussions, 3 51 Ch8, Keller
21 Qualitative Research PPT 2 53 Ch9, Keller
22 Quantitative Research 3 56 Ch9, Keller
23 BAV Model 3 59 Ch9, Keller
24 Case Study 3 62 Case Study
Case Study
25 Case Study 2 64 Case Study
 P E S UNIVERSITY
Faculty of Management Studies
MBA Program

UNIT-4 :
26 Measuring Brand Equity 2 66 Ch10, Keller
27 Branding Strategy 2 68 Ch11, Keller
Lecture,
28 Brand Hierarchy Discussions, 3 71 Ch11, Keller
29 Brand Hierarchy decisions PPT 2 73 Ch11, Keller
30 Brand extensions introduction 3 76 Ch12, Keller
31 Brand extensions conclusion 2 78 Ch12, Keller
32 Simulation Harvard 3 81 Simulation
33 Simulation Simulation 3 84 Simulation
UNIT-5 :
34 Reinforcing, revitalizing brands, 3 87 Ch13, Keller
35 Strategies to revitalize brands Lecture, 3 90 Ch13, Keller
36 Global Marekting Programs Discussions, 2 92 Ch14, Keller
PPT
37 Building global brands 2 94 Ch14, Keller
38 Case Study Case Study 3 97 Case Study
39 Case Study Case Study 3 100 Case Study

Reference Books:
1. “Strategic Brand Management”, Keller, Kevin Lane, Upper Saddle, 4th Edition, 2013.
2. “Managing Brand Equity”, Aaker, David, Simon and Schuster, New York, United States, 2009.