Subject Guide

MBA PROGRAM.
Faculty of Law, Business and the Creative Arts

LB 5302 STRATEGIC BRAND MANAGEMENT

Xian Guangzhou Hong Kong Kuala Lumpur

At JCU the Master of Business Administration can be structured as a general MBA that provides a broad management education covering all major aspects of todays and future global business or an MBA with the above plus a particular specialization providing a range of the essential general management skills combined with a substantial focus on a specific industry or occupation

Singapore Cairns Townsville Brisbane Sydney Melbourne

CRICOS PROVIDER CODES Queensland 00117J Victoria 02153M New South Wales 01965E

www.jcu.edu.au/flbca/public/faculty/mba/

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Prepared by the Development Team for the MBA Program, James Cook University. Produced and Published by the Faculty of Law, Business and the Creative Arts, James Cook University. Copyright 2011 This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission. Enquiries should be made to the publisher.

About the MBA Program At James Cook University the Master of Business Administration program offers domestic and international participants the opportunity to experience a world class set of subjects aimed at preparing participants for the uncertainties, rigors, and challenges of doing business in the global community of the 21st century. JCUs MBA program includes a strong global and cross-cultural approach. These two important perspectives are integrated into most subjects giving a truly global feel to the program. An important and distinguishing feature of the program is the interdisciplinary and thematic design of many subjects. This approach gives a more comprehensive and multi-faceted perspective on the fundamental themes that face businesses in and beyond the 21st century. These themes include: Internationalisation Globalisation and managing global business Technology and Data management Environmental sustainability Brand building for competitive advantage Marketing and Innovation Work into the future and the managing of people Career development Leadership and the changing organisation Financial imperatives for business Entrepreneurial Leadership Managing Risk Competitive Strategies

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LB 5302 STRATEGIC BRAND MANAGEMENT

SUBJECT GUIDE 2010 Study Period, Singapore Campus 1 SUBJECT OVERVIEW
Welcome from the Subject Coordinator Welcome to LB 5302 Strategic Brand Management. Brands have become an indelible part of an organizations existence. Without brands organizations cannot exist, let alone interface with a multitude of stakeholders. Powerful brands deliver enormous income and elicit the attention of various stakeholders be they investors, talented human capital or a legion of loyal customers. This is why modern business establishments are increasingly accepting the need to include the function of brand management as a vital driver of corporate success as well as competitive advantage. Clearly, corporate strategy and brand strategy are absolutely interlinked, with neither having the opportunity to operate independently of the other. Powerful brands build powerful and productive organizations. This module will expose you to the various elements that make up the entire brand management function. Eventually, you will be well positioned to understand the significance of brand management and give you the opportunity to build a career managing a portfolio of brands. Subject Description This subject will deliver an in-depth perspective of the function of brand management. This includes its processes, tools, strategies and tactical elements that must to be judiciously combined to build potent brands. The programme, while ensuring the delivery of advanced brand management theories, will also prepare you for the practical management of brands that often operate in a dynamic environment. As a brand custodian, you must work with the management at the corporate level to ensure that brand strategy links with corporate strategy to deliver higher levels of internal productivity as well as external competitive advantage. Competitors must be managed, customers must be converted to loyal advocates, market dynamics must be negotiated, environmental dynamics must be managed, internal resources must be mustered or even realigned to build powerful brands. This perspective has persuaded this subject to be considerably practical... Effective application of theory in the real world will impact your success with this subject. Subject Learning Outcomes The effective practise of brand management is largely determined by the students ability to apply its theories in the real world where brands operate. The function provides a framework that is used to manage customer-focused processes. It is also important to understand that brand management does not operate in isolation. The operating environment is changing and brands have to respond appropriately, and in a timely manner. Brand management encompasses a wide range of areas. Key learning areas covered include: The function of brand management: an introduction to its elements The role of brand management in an organization Understanding the concept of managing brand value The process of brand management

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Developing consumer insights Competitor and market analysis Brand architecture Components of a brands total identity Potential sources of competitive advantage Brand strategies Brand portfolio management Brand audit Long term brand management.

The listed topics must be learned with a practical emphasis. Case studies of brand management practices, both successes and failures, must be inherent to discussions. Bear in mind that lessons drawn from successful practices cannot be factored with ease by organizations harbouring lofty aspirations to build their brand portfolios. However, the common principles that influence brand management successes or failures serve as an impetus for prudent as well as alert brand management.

Subject Learning Outcomes contemporary business environment; techniques and strategies in the real business world; deployed to manage brand portfolios; the construction and delivery of brand experiences; be deployed to deliver the brand experience to stakeholders; the evolution of a range of brands over a period of time;

Related Content / Assessment study, presentations. study, presentations. study, presentations. study, presentations. study, presentations. study, presentations.

1. Understand the concept and role of brand management in the Lectures, group discussions, exam, case 2. Discuss, analyse and apply brand management concepts, tools, Lectures, group discussions, exam, case 3. Understand the process of brand management and how it can be Lectures, group discussions, exam, case 4. Acquire deep insights into elements in the environment that impact Lectures, group discussions, exam, case 5. Understand how various marketing and other functional tools can Lectures, group discussions, exam, case 6. Understanding the factors that need to be considered for managing Lectures, group discussions, exam, case 7. Acquire a deep understanding of the metrics that are used while Lectures, group discussions, exam, case
auditing brand performance, and how the audit results may alter study, presentations. the direction of brands in a given market;

These are the broad learning outcomes for the subject. Specific learning outcomes for structured learning activities will be provided to participants throughout the course of the subject. Approaches to Teaching and Learning This subject uses a combination of approaches to teaching and learning, including both participant-centred, and instructor-directed approaches. The content of the subject encompasses a variety of teaching strategies including formal lectures, tutorials, seminars, and group work. Participants should consult their relevant information sources syllabus, and other handout materials to remain aware of relevant lecture/task-based participant requirements, and the relevant resources supporting the learning outcomes of this subject. You are expected to actively participate in the teaching-learning process.

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2 SUBJECT CONTACTS
Location Singapore Australia Name Mr Charles Tee Dr Janelle Rose Email Charles.tee@jcu.edu.sg Janelle.rose@jcu.edu.au Contact telephone number +65 9450 5545

3 STRUCTURE OF STUDY HOURS

This subject is based on thirty six (36) hours of face-to-face session time structure normally in three (3) hour blocks. There may be further nominated hours of independent course-directed self paced learning which each participant must accomplish sometimes as pre-work. The ability to begin the formal session times is reliant on a participant completing set pre-work. Therefore the total hours commitment to achieve a Pass mark is an absolute minimum of 80 hours: namely pre-course work, textbook familiarisation, 39 hours of session time, and a further 35-40 hours of individual study and assignment completion. Participants wishing to finish this subject with a Distinction grade or higher must be prepared to substantially add to the above hours.

4 CLASS TIMES AND CONTACT HOURS

Time Day Room

Class B from 9 am to Noon and Class A from 12.30 to 3.30 pm

Refer to your class schedules based on the semester time table provided Check on campus.

Participants are expected to attend all class sessions and we reserve the right to de-enrol students who have not attended classes after the first 3 weeks of the start of the semester unless with valid reasons given in advance of the start of the semester.

5 SUBJECT READINGS AND RESOURCES

Prescribed Texts (Compulsory) Kevin Lane Keller, (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.(3rd Ed.) Upper Saddle River: Prentice Hall Further Reading Jean-Noel Kapferer, (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, Pentonville Road, London, UK. David A. Aaker. (2004). Brand Portfolio Strategy: Creating relevance, differentiation, energy, leverage and clarity, Free Press, New York, USA.

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6 ASSESSMENT SUMMARY
The assessment for the subject Strategic Brand Management has been formulated to give students the opportunity to demonstrate their learning, both in theory, and more importantly, practice. Individuality and teamwork are critical to productivity in any workplace and the assessment intends to lend credence to such a property through its assessment format. Students will be examined at an individual as well as at the group level.
Assessment 1. Major Project & Presentation (invig) (Group) 2. Case Study (Group Assignment) 2. Final Exam Invig 10% 40% Weight 35% 25% 40% Due Date Session 12 Session 8 Exam Period

You are not required to satisfy the examiners in all assessment tasks but you must obtain a final mark of at least 50% to pass the subject. In addition, you must obtain at least an average of 40% over all invigilated components within a subject to pass the subject overall. No individual assessment piece should be taken as an indication of your final grade. Raw marks may be subject to moderation or scaling. To be eligible to pass this subject, participants are required to complete all forms of assessment and must demonstrate a reasonable degree of competence in the required subject learning outcomes as examined in each form of assessment.

7 ASSESSMENT DETAILS

ASSESSMENT ITEM 1: MAJOR PROJECT & PRESENTATION STRATEGIC BRAND MANAGEMENT (35%) (Project 25%, Presentation 10%) In teams of three, choose an industry or a business for your project. You are to approach the business or industry and gain their permission and collaboration to conduct your research. You will develop a strategic brand management plan and will present your plan to the class. Alternatively, you may choose a product and craft a compelling brand management plan to ascend its market position. Your team will have 15 minutes to present a compelling case for your chosen brand portfolio (10 minutes presentation plus 4-5 minutes question time). The presentation attracts 10% of the final mark and the report attracts 25% of the final mark. Though we do not wish to constrain your work in any manner, there is a need to ensure that the learning objectives have been achieved. Among others, the areas that your project may cover include: Company profile Market description Customer insights Competitor profile Brand architecture Brand identity, image, personality Brand strategy Brand objectives Brand development initiatives

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Marketing mix decisions. Brand audit metrics.

Since this research is assessed from a team perspective, team members will submit a signed statement indicating that all contributed equally to this research, or agree on some fraction of contribution. ASSESSMENT ITEM 2: Case Study (25%) Each group will be assigned a case study from the recommended text, and the members will be responsible for doing an appropriate analysis and provide strategic solutions for the issues identified in the case study based on a set of questions posed specifically for that case.

ASSESSMENT ITEM 3: EXAM (40%) The exam is a 2 hr closed book exam covering branding theories and a minor case study. Submitting your work on time The ability to adhere to deadlines is a key feature of any competent professional. It is always a good idea to try to complete a task in advance of the actual due date. In this subject the policy for assignment submission is: 1. The due dates for assessable assignments must be met. 2. The material to be handed in by the specified time and date. 3. Extensions will only be granted in cases of: 1. Illness (detailed medical certificate required); 2. Inescapable, unexpected, documented work or business commitments at short notice; 4. In the absence of any extension, late submission of work will result in a penalty of 10% of the possible mark for each day late.

8 POLICIES AND PROCESSES

Important : If you wish to withdraw from this subject (LB 5302) , you must do so before the Census date. The Census dates can be found on the MBA lecture timetable or at: www.jcu.edu.au/studying/entry/cost/censusdates.html Referencing and Plagiarism Plagiarism occurs when writers claim ownership of written words or ideas that are not their own. Plagiarism is a form of cheating and any instances of plagiarism will be dealt with promptly according to University procedures. Working together, discussing ideas, or helping one another with references is fine. However, the piece of work that you finally submit for assessment must be your own. It should contain your ideas and your assessment of other people's ideas, and be written in your own words. The procedures for dealing with collusion, collaboration, plagiarism, and cheating general are set out in the JCU Participant Handbook at: http://www.jcu.edu.au/courses/handbooks/

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It is important that you reference your work correctly. Different disciplines may require different ways of referencing your sources, but in general most subjects within the program will use the APA (American Psychological Association) Style. Please confirm this with your lecturer. Meaning of Assessment Grades The meaning of assessment grades is as follows:
Grade HD High Distinction D Distinction C Credit P Pass N Fail Percentage 85%-100% 75%-84% 65% -74% 50% -64% <50% Description Outstanding work at a particular level. The work shows sophisticated understanding and critical synthesis of the field of knowledge covered in a subject. Substantial work of high quality. It demonstrates substantial understanding of knowledge. Very sound and competent work. It demonstrates a good grasp of knowledge Work which demonstrates a satisfactory engagement with the knowledge, such that the participant can be said to have a general understanding of the field. Provides an adequate basis for further study Work which fails to demonstrate a satisfactory grasp of the field of knowledge and demonstrates a serious lack of literacy, numeracy or technical skill.

Additional grades apply to this subject:

Grade Description Did not present some piece of work for assessment at the due time, due to some special, and accepted reason (agreed as acceptable by the lecturer), and a time extension has been granted to complete the assessment item. A Pass (P) or Fail (N) result will then be allocated. Cancelled enrolment in the subject before the final date for withdrawal without failure

RW Result Withheld CS Enrolment Cancelled by participant

Other grades which may be awarded are found in the Participant Handbook. JCU uses a standardised system for reporting subject grades, which can be found at: http://www.jcu.edu.au/courses/handbooks/

Grievance Procedure Participants who wish to lodge a grievance about the subject or appeal their mark for a specific item of assessment are advised to follow the process outlined below:
5. discuss the matter with the subject lecturer. 6. if agreement can not be reached between the participant and the subject lecturer, the

participant is required to submit a written appeal to the subject lecturer. The subject lecturer will appoint a suitably qualified third party to review the appeal (this third party may be a tutor within the subject or some other member of academic staff with expertise in the subject/ assessment area). If the participant wishes to further appeal the outcome of the review of the third party, the participant is required to submit a written appeal to the Director MBA Program. The decision of Director MBA Program is final.

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9 LECTURE SCHEDULE

Session 1 2 3 4 5 6 7 8 9 10 11 12 12

Topics Brands and Brand Management Customer Based Brand Equity Brand Positioning Choosing Brand Elements Designing Marketing Programmes IMC and Brand Equity Leveraging Secondary Brand Associations Brand Equity Measurement Systems Measuring Sources of Brand Equity Measuring outcomes of Brand Equity Designing & Implementing Brand Strategies Brand Extensions and Naming Managing Brands over Time Prsentations and course review

Tutorial / Workshop Introduction to resources available and case allocation Class Discussions Class Discussions Class Discussions Class Discussions Class Discussions Class Discussions Case study Class activities. Class activities, presentations Scenarios and Discussions Class Discussions Review

Readings

Past Exam Case Discussions

.Please note that the schedules for class presentations will be determined once we have the final enrolment for the classes.

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10 ADMINISTRATION
1. To be eligible to pass this subject, participants are required to complete all forms of

assessment and must demonstrate a reasonable degree of competence in the required subject objectives as examined in each form of assessment.
2. Participants may work together in researching their assignments but final submissions

must reflect the work and original contribution of each participant.

3. Dishonest assignments (e.g., where plagiarism has occurred) will be dealt with under the

University policy on Academic Misconduct. Where a participant is found/alleged to have submitted a dishonest assignment the Lecturer will forward appropriate documentation to the Director MBA Program with a recommendation that, should the claim be proven, the participant be awarded a Fail grade for the subject. Should a participant be found to have submitted a dishonest assignment on more than one occasion the Faculty - Registrar will forward appropriate documentation to the Executive Dean with a recommendation that, should the claim be proven, the participant be excluded from their course. Full and detailed acknowledgement (eg notation, and/or bibliography) must be provided if contributions are drawn from literature in preparation of reports and assignments. Your written work must properly cite/ reference original work, author(s), etc. Citation and referencing must conform to either APA (American Psychological Association), or AMA (American Marketing Association) formats, or to the Appendix format below - both in the body of your paper and its attached reference section.
4. All assignments submitted for marking must be word processed or typed. 5. Participants must be able to produce a copy of all work submitted if so requested. 6. Submission Deadlines and Extensions

Submission deadlines will be strictly enforced. Extensions will only be granted on serious medical or compassionate grounds (doctors certificate required), or because of extenuating work or other commitments. A request for extension must be made in writing to the course coordinator and must be approved by the coordinator prior to the submission deadline / due date and time of the assessment item. Requests outside the above guidelines will not be granted. Extensions may only be granted for periods of five (5) days at a time. Any request for additional time will require another written request and approval for an extension. This policy has been established to ensure fairness to those who complete their work on time, yet accommodate the rare occasion when an extension of time may be appropriate. In the absence of any extension, late submission of work will result in a fail, or 0% grade for the assessment item.
7. Assignments must be submitted with the following information clearly displayed on the

cover: 3. 4. 5. 6. 7.

Participant name Participant number Subject code and subject name Subject Lecturers name Assignment due date and time

8. Participants are expected to spend time outside formal teaching sessions developing

their skills and knowledge.

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9. Assignments received by fax or email will not be accepted unless this has been approved

(due to certain specific circumstance) by the Lecturer.

10. Where appropriate, enrolment in this subject is undertaken on the basis that prior

assumed knowledge has been gained by the attainment of a grade of P (pass) or better in prerequisite subject/s. Failure to adhere to this recommendation may result in participants experiencing difficulty with the subject and not being able to successfully complete it.

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