Session Plan

18PBA 4204 Brand Management

Faculty: Dr. P. Jega Patrick and Prof. Joan Kingsley

Sessions Theme AoL Teaching/Learnin Resources Assessment

g Strategy
4 1) Brands and Students will get Class room PPT’s and Students
Brand to know the discussions of major experiential (individual
Management conceptual brands and videos learning –brand assignment) will
2) Brand knowledge of related, if any. architecture be required to do
Strategy – Brand – Strategy stories. brand diagnostics
Basics – -management and come out with
Developing a the evolution of a
brand brand – strategy
strategy. and management
–presentations or
( the above assignments.
themes to be
covered in
the first day
of the
workshop)
4 3) Designing Students will Through case Case 1: Royal Using the cases,
and develop and discussion the Enfield the students will
implementin designs branding students will Case 2: Rasna identify key
g marketing strategies – understand the factors for
– brand programmes - Brand/ing blueprint. understanding
specific learn the science branding and the
programmes. of branding and strategy/ies for
the techniques building brands –
( above involved. Assignments
theme to be and/or
covered in Presentation.

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 the second
day of the
workshop –
hands on)

4 4) Measuring Students will learn Discussions in Case lets – Student teams will
and the basics of Caselets -in multiple Sensory Branding measure brand
interpreting measuring brand industries. in Oreo. equity and
brand performance interpret brand
performance based on customer performance
– capturing mindset and based on given
customer market parameters.-
mind set and performance. Assignments
market and/or
performance. Presentation

4 5) Growth and
sustaining
Brand Equity
(the above
themes to be
covered in
the third and
fourth day of
the
workshop)

PN:

1) Cases will be forwarded before the commencement of the course and the students are expected to read and come prepared for the
classes.

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2) Apart from the mentioned formative assessments, tests and a case as part of their formative assessment.

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