Marketing and Branding

Syllabus

Course coordinator
C.d.a. dr. Diana-Luiza DUMITRIU/ e-mail: diana.dumitriu@comunicare.ro

Administrative information
Monday from 18:00, in room 306 (3rd floor, Bd. Expoziției 30A )

Description and objectives
Marketing is a key component for the activity of every organization, no matter its domain. However, within the increasingly
dynamic and complex social and business environment, marketing has to cope with unprecedented challenges, driven by more and
more demanding customers, aggressive global competition, turbulent markets or significant technological chances with high social
and economic impact. This course gives special attention to comprehensive assessment of marketing’s dynamic role in the
contemporary global society, development of efficient marketing strategies and ways of improving the long term profitability of brand
strategies.
The main objectives of the Marketing & Branding course cover aspects such as:

Understanding the importance of strategic marketing decisions;

Understanding customers' behavior;

Understanding the structure and the dynamics of the marketing mix;

Critically evaluating and identifying the advantages and disadvantages of different promotion strategies;

Provide a comprehensive analysis of brand equity and brand identity concepts;

Discuss alternative branding strategies in terms of their efficiency.
Date

Course structure

Date

Seminar structure

1

13.10.2014

Old and new principles of marketing

1

13.10.2014

Marketing trends

2

20.10.2014

Customer Relationship Marketing (CRM)

2

20.10.2014

Word-of-mouth marketing & Buzz marketing

3

27.10.2014

Strategic marketing planning. Analyzing
the Business Environment

3

27.10.2014

Product portfolio management: the BCG matrix

4

10.11.2014

Consumer behaviour and segmentation

4

10.11.2014

Consumer generation differences: Generation X,
generation Y and generation Z

5

24.11.2014

Promotion strategies

5

24.11.2014

Marketing mix. The 4Ps and the 4Cs

6

8.12.2014

Digital marketing

6

8.12.2014

Content Marketing & Social Media

7

12.01.2015

Brand equity

7

12.01.2015

Brand identity and positioning

8

19.01.2015

Oral presentation of team
discussion & evaluation

8

19.01.2015

Oral presentation of team projects: discussion &
evaluation

projects:

General approach:
The format of the class comprises lectures, discussions, role-play and case studies. Marketing and advertising professionals will be
invited to lecture, present case studies and discuss with the students on different topics related to the course structure.
There will be a 15 minutes session at the beginning of every course, called Marketing diary on the run, during which students will be
asked to present a selection of marketing-related news from the previous week either from a professional perspective or from a
customer perspective.
The students are encouraged to contribute with insightful comments and to engage in individual and team assignments during both
seminar and course sessions. Participation in case studies' discussions and other class-assignments is appreciated and evaluated.
Evaluation Criteria
The final grade consists of 3 components:
1. participation in discussions and quality of the contributions – 15 %
2. academic paper (deadline 6.02. 2015) – 40 %
3. brand campaign (deadline 19.01. 2015) – 45 %

either on the brand's Twitter or Facebook page. Principles of Marketing. & Hayes. J.Frequency over 50% (min. Differentiate or die: survival in our era of killer competition. J. .. G. Kotler. New Jersey: Wiley. Drummond. and Crisis. Assignments Brands on social media ..(2011). J.N. (2008). .A minimum of 5 points has to be obtained for each assignment. New York: McGraw-Hill. Oxford: Elsevier. S.. Repositioning Marketing in an Era of Competition. 2 proposals for the brand they will like to focus on by 10.G. Strategic Marketing. P. (2010). Seminar Cian. & McMahon-Beattie. General requirements: the entire project should have between 7-12 pages (without appendices).(2011). when we will discuss and approve them). Times New Roman. Influencer marketing. .Critical approach and quality of the analysis shown in the final paper assignments. Oxford: Elsevier. Strategic Marketing:Planning and Control.Z (2011). Times New Roman. J. & Rivkin. Marketing communications: integrating offline and online with social media.Presentation of the team assignment at the final class meetings. General requirements: the entire project should have between 7-12 pages (without appendices).2014. New Jersey: Pearson Prentice Hall. (2008)..11. Change. . L.Consistent activity during course and seminar applications & discussions.5. L. S. (2012). Font size: 12. P. & Ashford. 115-216). . The campaign starts from analysing the existing brand and aims at further developing it on the Romanian market.Frequency over 80%. Line spacing: 1.14-52.& Zook.. Festival and Events Management (pp.5. U. Yeoman. (2004). (2010). Robertson. The analysis will cover the tweets/posts published during a period of 7 days (consecutive days) and is recommended to be focused on a particular topic that should be grounded on both theoretical arguments and empirical relevance. F. New York: Crown Business.Correct application of concepts and methods in the final assignments. Bibliography Course Aaker. Who Really Influences Your Customers?. .A team of 2 students will develop an academic paper analyzing the activity of a global or a local brand on social media. Trout. D.a team of 4-5 students will design a brand campaign for a real brand selected by the team and approved in advance (each team should prepare min..Reading through and proving a good understanding of the recommended bibliography. * Further articles. R.. Criteria of evaluation (conditions for 10) . S. Line spacing: 1.4 meetings). as well as an appendix with the analysis guide that they have used. 11 (2). New York: Collins Business Smith. . Ensor. New strategic brand management: creating and sustaining brand equity long term.Criteria of passing (conditions for 5) . In the Customer Driven Organization. Kapferer. San Francisco: Jossey-Bass. The 22 immutable laws of branding.. & Armstrong. (2008). Font size: 12. R. Justify. How to measure brand image: a reasoned review. J. (2002). 165-187.. Oxford: Elsevier. Bradley. M. & Rivkin. & Ries. Brown. (2008).. Lindstrom.Buyology. Ali-Knight. . Drummond. D.A. M. (2003). Ries. London: Kogan Page. books or on-line resources will be distributed in class for specific topics. Brand campaign .N.Quality in writing and style in the final paper assignments. Brand relevance: making competitors irrelevant... Students should provide in an appendix the links and/or the print screens with all the tweets/posts covered by their analysis. Chichester: Wiley. London: Kogan Page Trout. The Marketing Review. I. Justify. A.