CAPITOL UNIVERSITY

College of Business Administration

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COURSE OUTLINE

Section Code : BA 102

Subject Title : SPECIAL TOPICS IN MARKETING MANAGEMENT
Credit : 3 units

Course Description:

Brand management is the discipline that links strategic business objectives, marketing, and
operations. High performance companies understand the importance of their brand and actively
manage brand equity. This course will address the importance of brands, what they represent to
customers, and what should be done by organizations to manage them properly.

Course Learning Objectives/Outcomes:

1. Develop a fundamental understanding of brand management principles

2. Construct information-based solutions for brand management
3. Improve skills in delivering persuasive presentations
4. Improve written communications skills
5. Work effectively in teams

Subject Coverage:

Wk. Day Date Topics

1 1 November 08 Brands and Brand Management – Part 1
2 November 10 Brands and Brand Management – Part 2
2 3 November 15 Customer-Based Brand Equity and Brand
Positioning – Part 1
4 November 17 Customer-Based Brand Equity and Brand
Positioning – Part 2
3 5 November 22 Brand Resonance and the Brand Value Chain –
Part 1
6 November 24 Brand Resonance and the Brand Value Chain –
Part 2
4 7 November 29 Choosing Brand Elements to Build Brand Equity –
Part 1
8 December 01 Choosing Brand Elements to Build Brand Equity –
Part 2
5 9 December 06 Designing Marketing Programs to Build Brand
Equity – Part 1
10 December 08 Designing Marketing Programs to Build Brand
Equity - Part 2
6 11 December 14 - 17 PRELIM EXAM
7 12 January 03 Integrating Marketing Communications to Build
Brand Equity – Part 1
13 January 05 Integrating Marketing Communications to Build
Brand Equity – Part 2
6 14 January 10 Leveraging Secondary Brand Associations to Build
Brand Equity – Part 1
15 January 12 Leveraging Secondary Brand Associations to Build
Brand Equity – Part 2
Subject Title: Date Prepared: Prepared By: Checked By: Approved By:
Advertising November 03, Jason B. Dr. Lilia Duraliza Dr. Elizabeth E.
2017 Montecañas Figueroa
 CAPITOL UNIVERSITY
College of Business Administration
______________________________________________________________________

7 16 January 17 Developing a Brand Equity Measurement and

Management System– Part 1
17 January 19 Developing a Brand Equity Measurement and
Management System – Part 2
8 18 January 24 Measuring Sources of Brand Equity: Capturing
Customer Mind-Set – Part 1
19 January 26 Measuring Sources of Brand Equity: Capturing
Customer Mind-Set – Part 2
9 20 January 31 Measuring Outcomes of Brand Equity: Capturing
Market Performance – Part 1

21 February 02 Measuring Outcomes of Brand Equity: Capturing

Market Performance – Part 2
10 22 February 06 - 09 MIDTERM EXAM
23 February 21 Designing and Implementing Branding Architecture
Strategies – Part 1
11 24 February 23 Designing and Implementing Branding Architecture
Strategies – Part 2
25 February 28 Introducing and Naming New Products and Brand
Extensions – Part 1
12 26 March 02 Introducing and Naming New Products and Brand
Extensions – Part 2
27 March 07 Managing Brands Over Time – Part 1
13 28 March 09 Managing Brands Over Time – Part 2
29 March 14 Managing Brands Over Geographic Boundaries
and Market Segments
30 March 22 - 24 FINAL EXAM

Subject Title: Date Prepared: Prepared By: Checked By: Approved By:
Advertising November 03, Jason B. Dr. Lilia Duraliza Dr. Elizabeth E.
2017 Montecañas Figueroa