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Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
Course Title: Course Code: Faculty: Designation: Course Duration ( in Hours): Semester: Academic Year: Week Date 1/1/2014 1 2/1/2014
11.00a.m. to 12.00a.m.
Strategic Brand Management 12MBAMM417 Mr. Prasad Kulkarni Assistant professor 56 fourth 2014-15 Topic Objective of Topic Teaching Methodology
Time
4.00p.m. to 5.00p.m.
Introduction to branding
To know the fundamentals of branding To understand various branding challangesfaced by organization To understand branding opportunities To learn basics of brand equity To assess the cost on building brand equity To discuss the impact of price on brand equity To analyze customer based brand equity
Facilitation
Branding challanges
Facilitation
3/1/2014
3.00p.m. to 4.00p.m.
Facilitation
7/1/2014
12.15p.m. to 1.15p.m.
Brand equity
Facilitation
7/1/2014
2.00p.m. to 3.00p.m.
Facilitation
8/1/2014
4.00p.m. to 5.00p.m.
Facilitation
9/1/2014
11.00a.m. to 12.00a.m.
CBBE
Facilitation
Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
10/1/2014
3.00p.m. to 4.00p.m.
Definition and criteria for choosing brand elemments Brand name decisions
brand
Facilitation
16/1/2014 3 17/1/2014
11.00a.m. to 12.00a.m.
To evaluate different strategies of brand naming To describe different brand elements. To understand product positioning strategies To understand communication usage in positioning the brand To understand the impact of competitors on positioning strategies To explain the utility of POPs and PODs To enumerate types and elememts of brand personality To enumerate types and elememts of brand personality
Facilitation
3.00p.m. to 4.00p.m.
Facilitation
21/1/2014
12.15p.m. to 1.15p.m.
Product positioning
Facilitation
21/1/2014
2.00p.m. to 3.00p.m.
Facilitation
22/1/2014
4.00p.m. to 5.00p.m.
Competitive positioning
Facilitation
23/1/2014
11.00a.m. to 12.00a.m.
Facilitation
24/1/2014
3.00p.m. to 4.00p.m.
Brand personality
Facilitation
28/1/2014
12.15p.m. to 1.15p.m.
Brand personality
Facilitation
Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
28/1/2014
2.00p.m. to 3.00p.m.
Brand image
To disucsss the sources of brand image To highlight the role celebrity in brand communication To know the importance of brand knowledge for CBBE To know the importance of brand knowledge for CBBE To explore types of brand extension To evaluate brand extension strategies To assess the necessity of repositioning To understand the brand imitation types To highlight the first mover advantge To highlight imitation strategies of the company To
3
Facilitation
29/1/2014
4.00p.m. to 5.00p.m.
Brand image
Facilitation
30/1/2014
11.00a.m. to 12.00a.m.
Brand knowledge
Facilitation
31/1/2014
3.00p.m. to 4.00p.m.
Brand knowledge
Facilitation
4/2/2014
12.15p.m. to 1.15p.m.
Brand extension
Facilitation Facilitation
4/2/2014 6
2.00p.m. to 3.00p.m.
Brand extension
5/2/2014
4.00p.m. to 5.00p.m.
Brand repositioning
Facilitation
6/2/2014
11.00a.m. to 12.00a.m.
Brand imitation
Facilitation Facilitation
7/2/2014
3.00p.m. to 4.00p.m.
Brand imitation-ii
11/2/2014 11/2/2014
12.15p.m. to 1.15p.m.
Facilitation Facilitation
2.00p.m. to 3.00p.m.
understand
the
Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
geographic impact of the brand Global brand barriers To assess the barriers in global brands To highlight the importance of global brand To highlight the global brand pathways To analyze brand development of MOOV To analyze brand development of AMUL To show the corporate ways of building brand To analyze brand development of Colgate To analyze brand development of dettol To analyze brand development of Clinic Plus Facilitation
12/2/2014
4.00p.m. to 5.00p.m.
18/2/2014
12.15p.m. to 1.15p.m.
Facilitation
18/2/2014 8
2.00p.m. to 3.00p.m.
Facilitation
19/2/2014
4.00p.m. to 5.00p.m.
Facilitation
20/2/2014
11.00a.m. to 12.00a.m.
Facilitation
21/1/2014
3.00p.m. to 4.00p.m.
Facilitation
25/2/2014
12.15p.m. to 1.15p.m.
Facilitation
25/2/2014
2.00p.m. to 3.00p.m.
Facilitation
26/2/2014 28/2/2014
4.00p.m. to 5.00p.m.
Facilitation Facilitation
3.00p.m. to 4.00p.m
Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
4/3/2014
12.15p.m. to 1.15p.m.
To analyze brand development of Sony To analyze brand development of Bingo To analyze brand development of Himalaya To analyze development of Chyavanprash brand Dabur
Facilitation
4/3/2014
2.00p.m. to 3.00p.m.
Facilitation
10
5/3/2014
4.00p.m. to 5.00p.m.
Facilitation
6/3/2014
11.00a.m. to 12.00a.m.
Facilitation
7/3/2014
3.00p.m. to 4.00p.m.
To analyze brand development of Tata Nano To understand repositioning nedd for a brand To assess muscalnality and feminine characteristics of a brand To assess the methods used in branding a product in social media To assess the top brands and their strategies adopted
5
Facilitation
Facilitation
11/3/2014
12.15p.m. to 1.15p.m.
Brand repositioning
Facilitation
11/3/2014 11 12/3/2014
2.00p.m. to 3.00p.m.
Brand personality
Facilitation
4.00p.m. to 5.00p.m.
Presentation
13/3/2014
11.00a.m. to 12.00a.m.
Interbrand assessment
Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
14/3/2014
3.00p.m. to 4.00p.m.
Interbrand assessment
To assess the top brands and their strategies adopted To assess the top brands and their strategies adopted To discuss the branding strategies of Maruti udyog limited To assess the brand extension strategies used by Glaxo pharma Assessing brand positioning strategies adopted by FMHG companies in India To evaluate modern trends in brandinfg To address the issues of students regarding the subject To address the issues of students regarding the subject
6
Presentation
Presentation
18/3/2014
12.15p.m. to 1.15p.m.
Interbrand assessment
12
18/3/2014
2.00p.m. to 3.00p.m.
Facilitation
19/3/2014
4.00p.m. to 5.00p.m.
Facilitation
25/3/2014
12.15p.m. to 1.15p.m.
Facilitation
Trends in branding
25/3/2014 13
2.00p.m. to 3.00p.m.
revsion
26/3/2014
4.00p.m. to 5.00p.m.
Facilitation
Revision
27/3/2014
11.00a.m. to 12.00a.m.
Facilitation
Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
revision
28/3/2014
3.00p.m. to 4.00p.m.
To address the issues of students regarding the subject To address the issues of students regarding the subject
Facilitation
revision
14 1/4/2014
12.15p.m. to 1.15p.m
Facilitation