Course Description
Examines brand management strategies, tools and decisions faced by organizations in planning, building and measuring brand equity for long term profitability. Prerequisite: Admitted to the M.B.A., P.B.C. in Marketing, or M.S. in International Business or permission of the Program Director.
Syllabus
Student Learning Outcomes, Goals, Objectives:
Students successfully completing this course will be able to:
- Analyze the strategic role of brands and their contribution to customer and organizational value.
- Evaluate brand positioning, identity, equity, and customer experiences using established branding frameworks and analytical tools.
- Develop strategic brand strategies that create meaningful customer engagement and competitive differentiation.
- Apply customer, market, and competitive insights to make informed brand management decisions.
- Measure and evaluate brand performance using appropriate metrics and identify opportunities to strengthen brand equity.
- Create a comprehensive strategic brand plan that integrates brand analysis, strategy, implementation, and evaluation for a real-world organization.
Course Grading Information:
| Activity/Performance Measure | Percentage/Points |
|---|---|
| Discussion Participation (+ extra credits) | 10% |
| Weekly Quizzes | 15% |
| Individual Thought Assignment | 25% |
| Brand Portfolio Analysis | 20% |
| Brand Awareness Project | 30% |
Grading Scale
| Percentage | Letter Grade |
|---|---|
| 93-100 | A |
| 90-92 | A- |
| 87-89 | B+ |
| 83-86 | B |
| 80-82 | B- |
| 77-79 | C+ |
| 73-76 | C |
| 70-72 | C- |
| 60-69 | D |
| <60 | F |
Attendance/Participation:
Attendance is not a graded component included in the student’s final grade for this course.
Course Materials Purchased by the Students:
Strategic Brand Management: Building, Measuring and Managing Brand Equity. Kevin Lane Keller & Vanitha Swaminathan; Pearson, 6th edition, 2027, ISBN 978-0-13-531862-1
Scholarly Perspectives
This course engages diverse scholarly perspectives to develop critical thinking, analysis, and debate and inclusion of a reading does not imply endorsement.