POST GRADUATE PROGRAM COURSE CURRICUL

COURSE CODE COURSE CREDIT DURATION 40 hrs MAIN FACULTY NAME SHAILAJA MANOCHA

Stategic Bra

METHODS OF TEACHING: LECTURES/CASE STUDY/ CLASS DISCUSSIONS PRE-REQUISITE (S) FOR THE COURSE: A COMPREHENSIVE UNDERSTANDING OF MARKETING MANAGEMENT AND RELATED MARKETING COURSE OBJECTIVE: This course aims to make the student understand the importance of brands, for the company as well as the cons

LEARNING OUTCOME: At the end of this course a student should be able to understand the concepts of brand equity, role of brand in m strategies and tactics for their brand. METHOD OF ASSESSM Sl.No CRITERIA 1 Mid Semester Test 2 Surprise Quiz tests 3 Case Study Assignments 4 Attendance 5 End Semester Examination 6

RADUATE PROGRAM IN BUSINESS ADMINISTRATION COURSE CURRICULUM (SEMESTER- IV )

Stategic Brand Management

SUPPORT FACULTY NAME

D RELATED MARKETING SUBJECTS. company as well as the consumers. It also highlights the issues and challenges faced by a company in managing its brands.

and equity, role of brand in marketing strategies and have the ability to interpret the potential effects and trade offs of various METHOD OF ASSESSMENT WEIGHTAGE (%) 15% 10% 10% 5% 60%

COURSE CONTENT SESSION NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 IV IV IV IV V V V V II II II II III III III III III III MODULE SESSION DESCRIPTION INTRODUCTION TO BRAND AND BRAND MANAGEMENT STARTEGIC BRAND MANAGEMENT PROCESS CUSTOMER BASED BRAND EQUITY MODEL BUILDING A STRONG BRAND BRAND BUILDING IMPLICATIONS BRAND POSITIONING AND VALUES CHOOSING PRIMARY BRAND ELEMENTS CHOOSING SECONDARY BRAND ELEMENTS PRODUCT STRATEGY TO BUILD A BRAND PRICING STRATEGY TO BUILD A BRAND CHANNEL STRATEGY TO BUILD A BRAND INTEGRATED MARKETING COMMUNICATION TO BUILD A BRAND LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD A BRAND THE BRAND VALUE CHAIN DESIGNING BRAND TRACKING STUDIES MEASURING SOURCES OF BRAND EQUITY DESIGNING AND IMPLEMENTING BRANDING STRATEGIES BRAND EXTENSIONS MANAGING BRANDS OVER TIME. STRATEGIC BRAND MANAGEMENT GUIDELINES

I I

COURSE CONTENT PEDAGOGY (CASE, PROJECT, LECTURE, ROLE PLAY ETC.)

PLANNED WEEK NO.

LEC/DIS LEC/DIS CASE STUDY LEC/DIS LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY AND PROJECT LEC/DIS CASE STUDY AND PROJECT LEC/DIS LEC/DIS LEC/DIS LEC/DIS CASE STUDY LEC/DIS LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY LEC/DIS CASE STUDY

1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 10

ESSENTIAL READINGS : (Text Book / Reference with Author & Publisher Name) STRATEGIC BARND MANAGEMNET; BUILDING, MEASURING, AND MANAGING BRAND EQUITY SECOND EDITION, KEVIN LANE KELLER, PEARSON PRENHALL PUBLICATIONS

INDICATIVE BIBLOGRAPHY: MARKETING MANAGEMENT; PHILIP KOTLER, BRAND MANAGEMENT; JEAN NOEL KAPFERRE PRODUCT MANAGEMENT ; LEHMANN JOURNALS / MAGAZINES: ANY BUSINESS/ MARKETING JOURNALS AND MAGS WEB SITE:
WWW.INTERBRAND.COM, WWW.AMA.COM ETC