Course Outline

Brand Management

Course Description
The course presents an introduction to Brand Management and the basic elements of Branding that have a significant value in the
process of advertising and brand development. The course focuses on the development of Brand Identity, Brand Loyalty, and
Consumer based Brand Loyalty, Target Market Segmentation and Integrated Marketing Communication. This course offers as
critical understanding of all the factors that are being used to convert any product or service into a Brand. The elements of research
techniques and advance methodologies will be taught in this course. More over this course will provide a 360 overview of both
traditional and digital branding tools. Topics included in this outline are the introduction to brands and brand management,
identifying and establishing brand positioning and values, planning and implementing brand marketing programs, measuring and
interpreting brand equity, growing and sustaining brand equity, consumer behavior and Integrated Marketing Communication
campaigns.

Course Goal Course Objective SLOs

Students will: Students will be able to:
▪ Understanding the basics of Brand
The aim of the course is to equip
This course will provide a 360 Management.
students with theoretical and
degree perspective of Brand ▪ Inspect the characteristics of a Brand.
practical knowledge necessary for
Management and theories related ▪ Analyze the efficient ways to tackle the
a successful and efficient
to the Branding elements. problems related to a Brand
management of brands.

▪ Identify the success behind a Brand.

This course will provide a
strong ground work for
students to understand the
basic elements of
advertising/marketing
communications that support
brand development
It provides framework for analysis
▪ Determine the changing factors in the market
of the main factors determining
for a Brand.
success of a brand in the market
▪ Assess the relationship between a Brand and its
and introduces techniques and
Customer.
tools necessary for management of
brands.

This course will allow students
to have a better understanding of
local and international brands.
They will be able to compare
both markets.
1. Course Details: Brand Management
2. Course Code: ADV482
3. Prerequisites: Principle of Marketing
4. Course Contents
Week Session Topic
Introduction to Brand Management
(Part 1)
1
▪ Understand the applications used in Branding
The course will also harness the
Terminologies.
skills of students regarding the
▪ Examine local practices and international
application of Brand Management
practices done by similar and International
theories and principles in local and
Brands.
global markets and to develop
▪ How the structure works and what type of
quality brand managers to make
branding decisions should be taken to develop a
better branding decisions.
strong Brand Identity.
Concepts/Readings /Discussion/Practical Work
Elliott, Percy, Pervan. (2015). Strategic Brand Management, Third Edition, Oxford
University Press,
Keller. (2003). Strategic Brand Management, Building, Measuring, and Managing
Brand Equity. Prentice Hall,
 Kapferer. (2008). The New Strategic Brand Management: Creating and Sustaining
2 Creating Brand Equity Brand Equity Long Term, Kogan Page Publishers.

Consumer Based Brand Equity Keller. (2003). Strategic Brand Management, Building, Measuring, and Managing
3 Brand Equity. Prentice Hall,

Parameswaran. (2006), Building Brand Value, Five steps to building powerful

4 Brand Positioning and Values
brands, Tata McGraw-Hill Education.

Choosing Brand Elements to build Keller, Parameswaran, Jacob. (2011), Strategic Brand Management, Building,
5 Brand Equity (Part 1) Measuring, and Managing Brand Equity, Pearson Education India.

Choosing Brand Elements to build Keller, Parameswaran, Jacob. (2011), Strategic Brand Management, Building,
6 Brand Equity (Part 2) Measuring, and Managing Brand Equity, Pearson Education India.

Keller. (2003). Strategic Brand Management, Building, Measuring, and Managing

Designing Marketing Programs to Brand Equity. Prentice Hall.
7 Build Brand Equity
Kotler, (2007). Framework for Marketing Management, Pearson Education India.

8 Mid-term Project Brief

Integrated Marketing Percy, Larry. (2018). Strategic Integrated marketing Communication: Theory and
9 Communication to Build Brand practice. Business and Economics. Routledge.
Equity

Building Secondary Brand Keller, Parameswaran, Jacob. (2011), Strategic Brand Management, Building,
10 Associations (Part 1) Measuring, and Managing Brand Equity, Pearson Education India.
 Keller, Parameswaran, Jacob. (2011), Strategic Brand Management, Building,
Building Secondary Brand
11 Associations (Part 2) Measuring, and Managing Brand Equity, Pearson Education India.

12 Webinar Guest Speaker Session

Brand Performance and Its Nissim, (2008). Brand Traid: Toolbox for Strategic Brand Assessment and
Measurements (ROI) Repositioning, iuniverse.
13

14 Case Studies Presentation

15 Project submissions Project submissions will be based on a Creative Brief.