Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Brand marketing Session Plan

Brand marketing Session Plan

Ratings: (0)|Views: 31 |Likes:
Published by Raj Sahu

More info:

Categories:Types, Business/Law
Published by: Raj Sahu on Jul 28, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as XLS, PDF, TXT or read online from Scribd
See more
See less

07/28/2010

pdf

text

original

 
COURSE CODECOURSECREDITDURATION SUPPORT FACULTY NAME
40 hrs
Sl.NoWEIGHTAGE (%)
115%210%310%45%560%6
METHODS OF TEACHING:
Surprise Quiz testsCase Study Assignments
CRITERIA
Mid Semester Test
LEARNING OUTCOME:
LECTURES/CASE STUDY/ CLASS DISCUSSIONSA COMPREHENSIVE UNDERSTANDING OF MARKETING MANAGEMENT AND RELATED MARKETING SUBJECTS.At the end of this course a student should be able to understand the concepts of brand equity, role of brand in marketing strategies and have the ability to interpret the potential effects and trade offs of various strategies and tactics for their brand.This course aims to make the student understand the importance of brands, for the company as well as the consumers. It also highlights the issues and challenges face by a company in managing its brands.End Semester Examination
METHOD OF ASSESSMENT
Attendance
COURSE OBJECTIVE:PRE-REQUISITE (S) FOR THE COURSE:
COURSE CURRICULUM (SEMESTER- IV )
Stategic Brand Management
MAIN FACULTYNAME
SHAILAJA
POST GRADUATE PROGRAM IN BUSINESS ADMINISTRATION
 
SESSIONNO
   M   O   D   U   L   E
SESSION DESCRIPTIONPEDAGOGY (CASE, PROJECT, LECTURE,ROLE PLAY ETC.)PLANNEDWEEK NO.1I
INTRODUCTION TO BRAND ANDBRAND MANAGEMENT
LEC/DIS12I
STARTEGIC BRAND MANAGEMENTPROCESS
LEC/DIS CASE STUDY 13II
CUSTOMER BASED BRAND EQUITYMODEL
LEC/DIS24II
BUILDING A STRONG BRAND
LEC/DIS CASE STUDY25II
BRAND BUILDING IMPLICATIONS
LEC/DIS CASE STUDY36 II
BRAND POSITIONING AND VALUES
LEC/DIS CASE STUDY
3
7III
CHOOSING PRIMARY BRANDELEMENTS
LEC/DIS CASE STUDY AND PROJECT
4
8III
CHOOSING SECONDARY BRANDELEMENTS
LEC/DIS CASE STUDY AND PROJECT
4
9III
PRODUCT STRATEGY TO BUILD ABRAND
LEC/DIS
5
10III
PRICING STRATEGY TO BUILD ABRAND
LEC/DIS
5
11
IIICHANNEL STRATEGY TO BUILD ABRAND
LEC/DIS
6
12III
INTEGRATED MARKETINGCOMMUNICATION TO BUILD A BRAND
LEC/DIS CASE STUDY
6
13
IVLEVERAGING SECONDARY BRANDKNOWLEDGE TO BUILD A BRAND
LEC/DIS
7
14IV
THE BRAND VALUE CHAIN
LEC/DIS CASE STUDY
7
15
IVDESIGNING BRAND TRACKING STUDIES
LEC/DIS CASE STUDY
8
16
IVMEASURING SOURCES OF BRAND EQUI
LEC/DIS CASE STUDY
8VDESIGNING AND IMPLEMENTING BRAN
LEC/DIS CASE STUDY
9VBRAND EXTENSIONS
LEC/DIS CASE STUDY
9
V
MANAGING BRANDS OVER TIME.
LEC/DIS CASE STUDY
10VSTRATEGIC BRAND MANAGEMENT GUILEC/DIS CASE STUDY10
COURSE CONTENT

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->