Course ID:
Course Code & Number
BA 464
Course Title
Brand Management
Level
BS
Credit Hours/ ECTS Credits
(3+0+0) 3 TEDU Credits, 6 ECTS Credits
Year of Study:
Senior
Semester:
Spring
Type of Course:
Elective
Mode of Delivery:
Face-to-face
Language of Instruction:
English
Pre-requisite / Co-requisite::
Pre-requisites: BA 301
Co-requisites: NONE
Catalog Description
Brand and brand management. Brand management process. Factors affecting the brand management process. Sample brand management cases. Brand management plan.
Course Objectives
The main objective of this course is to to introduce brands and demonstrate the brand management strategies.
Software Usage
Students will use MS Office applications (Word, Excel, Access, Powerpoint) to work on their weekly assignments about 2 hours a week.
Course Learning Outcomes
Upon succesful completion of this course, a student will be able to
1. Define the steps involved in brand management process
2. Recognize the importance of branding for a successful marketing plan
3. Identify the brand elements and brand associations
4. Describe the vital role marketing communications play in building brands
5. Prepare a comprehensive marketing plan for a new brand idea
6. Discover the ways to grow and sustain brand equity
Learning Activities and Teaching Methods:
Telling/Explaining
Discussion/Debate
Questioning
Reading
Peer Teaching
Demonstrating
Problem Solving
Case Study/Scenarion Analysis
Video Presentations
Oral Presentations/Reports
Guest Speakers
Web Searching
Assessment Methods and Criteria:
Test / Exam
Quiz
Case Studies / Homework
Presentation (Oral/Poster)
Assessment Methods and Criteria Others:
Design Content
Recommended Reading
1. Brand Management: A Theoretical and Practical Approach, R. Riezebos, Prentice Hall, 2003.
2. Journal of Brand Management
3. Journal of Product and Brand Management
4. Related journal articles and publications
Required Reading
1. Strategic Brand Management, K.L. Keller, Prentice Hall, 3rd edition, 2007.
Grading
Learning Activities and Teaching Methods Others:
Course Coordinator:
Student Workload:
| Workload | Hrs |
|---|---|
| Case Study Analysis | 16 |
Course & Program Learning Outcome Matching: