MK 341 Brand Management

Brand Management
MK 341

- Course Outline -

Objective

Lecturer(s)

Times

Overall
Learning
Outcomes

Format
Programme(s)
Course Material

Ferrari, iPod Nano, Tayto, Nike, Lynx, Barney, The Red Cross and Ryanair.
These are just some of the names which conjure up strong images and
feelings. We love to love them, or love to hate them. They are strong
brands because they have resonance in the mind of the consumer.
This course introduces you to brands by allowing you to stand in the shoes
of the Brand Manager. The course objectives are twofold:
1. To understand the theoretical concepts underlying successful brands.
2. To apply those concepts to real brands.

Name

Office

Ext

E-mail

Dr. Elaine
Wallace

Room 302
Cairnes building

2603

elaine.wallace@nuigalway.ie
Venue

Monday

11-1pm

AC 215

Upon completion of this course you will be able to:

Knowledge based outcomes:
Dismantle a brand and evaluate its intrinsic and extrinsic components.
Suggest routes for brand development on large and small budgets.
Critically assess brand naming strategies
Critique product, packaging and logo design.
Evaluate the role of advertising and media in brand development.
Describe brand portfolio management strategies.
Present routes for brand extension and growth.
Critically assess strategies for brand recovery.
Skills based outcomes:
Relate concepts presented in branding literature to real-world brands.
Develop a wiki using an online forum.
Create presentations and present to the class.
Collaborate in brand teams to meet assignment deadlines.
Weekly, the course comprises 1 lecture(s) plus class discussion and team
presentations.
3BC, Erasmus and Visiting Students.

A course web is available at http://blackboard.nuigalway.ie

Dr Elaine Wallace | Brand Management | MK 341

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MK 341 Brand Management

Core Text

Supplementary
Texts
Assessment

Riezebos, R. (2003) Brand Management, London: Financial Times-Prentice

Hall.
Available from the University Bookshop
Brassington, F. and Pettitt, S. (2006) Principles of Marketing 4th Edition.
London: Financial Times-Prentice Hall.
de Chernatony, L. & McDonald, M. (2003) Creating Powerful Brands, London:
Butterworth Heinemann.
Klein, N. (2001) No Logo, London: Flamingo Press.
Available from the library.
1. End of year Examination (50%):
The end of year written exam will consist of 6 questions.
Candidates must attempt 3 out of 6 questions.
Past papers are available on the library website, under course code MK341.
Candidates MUST pass the exam to be awarded marks for assignments.
2. Continuous Assessments (50%):
Working in teams, each team will be assigned a well-known brand.
Your team will then become brand managers for that brand.
There are two components to the assignment, a Wiki, and a presentation.
Marks will be allocated as follows:
Team Wiki
40%
Team Presentation 10%
Total Assessment
50%
Team Wikis (worth 40%):
The structure of the Wiki assignment is as follows:
There will be a demonstration in class to show you how to set up your Wiki.
Each team will have an allocated Wiki template, which will only be
accessible by the team and your lecturer.
During lectures, you will be provided with assignment questions, which relate
to a specific topic.
Each section will be a complete and separate Wiki page.
For each topic assigned, the structure of your Wiki pages will be as follows:
1. Commentary (500 words MAX per topic)
2. Recommendations (3 recommendations, 300 words MAX per topic)
3. Supporting Material (no more than 2 items per topic)
Commentary = how the theory relates to your brand. Concepts discussed
in your book and in your class should be discussed in relation to the brand
you are assigned.
Recommendations = three ways you suggest the brand might capitalise on
its strengths, or improve on its weaknesses, for each topic assigned.
Supporting Material = you may wish to include material to support your
discussion. Items which are acceptable for inclusion as supporting material
are: Videos such as TV ads, MP3 files such as Radio Advertisements,
Newspaper articles on PDF, or other relevant material from reputable data
sources such as CSO, ESRI or the NUI Galway library database.
Please note: any items included MUST be referenced in full. A guide to
referencing will be provided in class, and on your Wiki home page.
In total, 5 topics will be assigned, which means you will finish with 5 Wiki
pages, plus a home page.

Dr Elaine Wallace | Brand Management | MK 341

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MK 341 Brand Management

Wikis will be allocated in class on Mondays (see schedule for dates), and
assessed that Friday between 11am and 1pm.
Comments will be provided on each Wiki, and a general commentary will be
provided to the class for each topic. A mark will be assigned for each topic.
Each topic will carry 8 marks. Marks will be awarded for:
1. The use of theory to underlie analysis, and a demonstration that theory is
understood. Any material must be cited using guidelines allocated in
class.
2. The depth of evaluation of brand activities in relation to the topic.
3. The quality and feasibility of recommendations made.
A final mark comprising marks for all 5 topics will be provided on Blackboard
at the end of term.
Team Presentations (worth 10%):
Each brand team will be allocated a presentation topic.
During class, teams will present their topic, using 3 sides, with the following
headings:
Slide 1: About the Brand (assume no-one has heard of the brand and
introduce it to the class)
Slide 2: Commentary (how the topic relates to the brand, from your Wiki)
Slide 3: Recommendations (your teams recommendations from your Wiki)
Teams will have 10 minutes to complete their presentation. Presentations
will be timed.
Please create your slides using PowerPoint, and bring them to class on a
USB.
Presentations will be assessed on two criteria:
Style (20%): the clarity and professionalism of the slides and the
presenters.
Substance (80%): the quality of information presented.
Marks and feedback will be provided on Blackboard for each team.

Workload
hours

Credit weighting:
Lecture hours:
Wikis, presentation work and study:
Examination:
Total Student Effort:

Dr Elaine Wallace | Brand Management | MK 341

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5 (or 10) ECT

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MK 341 Brand Management

Lecture/Assignment Schedule:
January 12

Introduction to the course

Introduction to Branding

January 19
Chapter 1& 2 The History of the Brand/The Choice for a Brand Strategy.
for class next week; the names, IDs and mobile numbers of your brand team.
January 26

Due

Chapter 4 & 5 Giving Meaning to the Brand/ Two Routes of Brand Development.
Brand teams finalised and brands allocated to teams.

Brand Development
February 2

Chapter 3 Analysis of the Branded Article.

1 allocated.

Topic

Brand Building
February 9

Chapter 6 The Brand Name as Central Pivot.

Presentations of Topic 1. Topic 2 allocated.

February 16

Chapter 7 The Role of Design in Brand Development

Presentations of Topic 2. Topic 3 allocated.

February 23

Chapter 8 The Role of Advertising and the Internet

of Topic 3. Topic 4 allocated.
Brand Strategy

March 2

Chapter 10 From Branded Article to Brand Portfolio

Presentations of Topic 4. Topic 5 allocated.

March 9

Chapter 11 Capitalisation on a Successful Brand

Presentations of Topic 5.

March 16

Guest Speaker: The Brand in Practice

March 23

Chapter 12: Critical Success Factors in Brand Damage

March 30

Course Review

Dr Elaine Wallace | Brand Management | MK 341

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Presentations