Course Outline (Spring-2016)

Class:

MBA (90-36)

Course:

BA4722 Brand Management

Instructor:

Qasim Ali Shah

Class details
Class Timing and
09:00 - 12:00 Room :5
Room
Session Day(s)

Monday

Credit Hours:

03/class hours(per week) | /lab hours(per week)

Course
Prerequisites:

BA3602 Marketing Management

Consultation
Time

After Class

Email

qasimali@lrk.szabist.edu.pk

Contact #
Course Description
This course is designed to provide the student with an understanding of the foundations of the
operations function in both manufacturing and services. The course will analyze operations from
both the strategic and operational perspectives and highlight the competitive advantages that
operations can provide for the organization. To be added later
Course Objective
Understand meaning of brand and brand management .Understand important concepts, theories,
terms, tools, and models of Brand Management. Learn process of developing brands in business
success .Identify role of brand and its position in Integrated Marketing Communication.
Learning Outcomes
Apply principles, theories and concepts of brand in brand decisions. Create brand development
and brand positioning. Devise an integrated marketing communication plan to build brand
equity.
Teaching and Learning Methodology
Lectures and case studies

Materials and Supplies

Multimedia
Expected Class Conduct
1. Be regular and Punctual 2. Maintain conducive learning environment 3. Constructive
participation

Course Plan
Week Chapters

Session Topic

Assesments

Brand and Brand Management

N/A

Customer Based Brand Equity and Brand Positioning

N/A

Brand Resonance Model

Case Study-1

Choosing Brand Elements

N/A

Designing Marketing Programs to Build Brand Equity

N/A

Leveraging Secondary Brand Associations

N/A

Measuring Sources of Brand Equity

Case Study -2

Mid Term

Final Paper

Brand Architecture

N/A

10

Introducing and Naming New Products

N/A

11

Brand Leadership

Case Study -3

12

Managing Brands over time

N/A

13

Managing Brands Geographically

Case Study-4

14

Final Project Presentation

Project

15

Final Project Presentation

Presentation

Text Book
Strategic Brand Management: Building, Measuring, and Managing brand equity, Kevin Lane
Keller, 4th Edition, ,2014.
Refrence Books
1

The New strategic brand management creating and sustaining brand equity long term, J N
Kapferer, 4th Edition, ,2015.
Course Pre-Requisites

BA3602 Marketing Management

Marks Distribution
Total
For D
Total
Total
Marks
Learning
Marks / Grade
Frequency Exempted /Frequency
Outcomes
Head Holder(s)

Marks Head
Final Paper

40

40

Included

Mid Term Paper

30

30

Included

Project

15

15

Included

Assignments

Included

Case Study

10

Included

Total
Marks

100

100 (For
DGs)

Attendance Policy
Prompt arrival and regular attendance are extremely important. For Academic policy refer to
student handbook for policies on late entry, maximum absences allowed, leave application etc.
Students with Physical or Educational Challenges
Students with educational and/or physical challenges are entitled to extra attention and time
from the instructor. Therefore students are advised to notify the course instructor at the
beginning of the course. Special arrangement may also be made on prior request based on
specific challenges.
Academic Integrity
This course seeks to empower students for independent learning, resourcefulness, clear thinking,
and perception. All submitted work and activities should be genuine reflections of individual
achievement from which the student should derive personal satisfaction and a sense of
accomplishment. Plagiarism and cheating subvert these goals and will be treated according to
the policy stated in the Student Handbook. The instructor reserves the right to utilize electronic
means to help prevent plagiarism.
Comments and/or Suggestions
Students and Instructors may contact the Institutional Research Department if there is a need to
make suggestions or comments that can help further improve the course. A link is also provided
on your ZABDESK account for frequent and trouble-free feedback. The Institutional Research
Department would like to hear your feedback about the following:

Students

Instructors

Course Content/ thoroughness

Availability of teaching material

Lecture Delivery/Supplementary
Material

Facilities/Internet/Administrative Support

Facilities/Labs/Software/Hardware
Support

Labs: Software/Hardware/Technical
support

Course alignment with learning

outcomes

Availability and quality of Teaching

Instruments

Any other comments/feedback

Any other comments/feedback