PRODUCT & BRAND MANAGEMENT
Instructional goals
This course provides an interdisciplinary overview of brand management. The topics covered in this course provide a firm foundation in many facets of branding and enable students to carry scientific research on up-to-date topics in the branding field by using state-of-the-art research methods and techniques.
Intended learning outcomes
Discuss with students about existing models and theories related with brand management. Provide students with resources and capabilities to measure brand related outcomes (e.g., brand positioning). Give students real examples and cases of brand management practices (e.g., guest speakers from industry and academia). Contribute to student's team work skills on brand management projects
Course Contents
This course provides an interdisciplinary overview of brand management.
Reference Books
Keller and Swaminathan (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity, 5th Global Edition. Pearson Heding, T., Knudtzen, C. F., & Bjerre, M. (2009). Brand Management: Research, Theory and Practice. Routledge.
Teaching Methods
Classes will be highly interactive, using articles from marketing, consumer research, and branding top journals and managerial reports.
Assessment Method
Compliant students:
1/3 group project
2/3 final written exam
Not-Compliant students:
100% written exam
Thesis assignment criteria
none
Week 1
Introduction to brand management and course related activities Overview of brand management Brand management key concepts
Week 2
The economic approach The identity approach
Week 3
Cognitive consumer perspective
Week 4
Brand positioning Group project kick off
Week 5
Personality approach
Week 6
Brand Resonance and Brand Value Chain
Week 7
Designing and implementing brand marketing programs
Week 8
Community approach Theory of cultural branding
Week 9
Measuring and interpreting Brand Performance
Week 10
Brand coolness Brand activism
Week 11
Brand prominence Brand portfolio
Week 12
Group project presentations