Brand Management (MKT 465), Spring 2011

with Khondker Galib B Mohiuddin (KGM)

About the Lecturer An MBA from Melbourne Business School, University of Melbourne, Khondker Galib B Mohiuddin joined North South University in Summer 2007. During his MBA he has worked as a consultant for Booz Allen Hamilton Australia and Axiom Technologies Australia. Prior to his MBA he worked in Bangladesh in different areas of marketing in organizations like Unilever, Coca-Cola Far East Limited, Unitrend Limited, Marka Limited, and ACI Limited. Khondker Galib B Mohiuddin is a BBA graduate from IBA, University of Dhaka. Other than teaching, he is a marketing enthusiast and an avid marketing consultant. About the Course Brand Management is, to most people, the most exciting of all marketing disciplines. In actuality, Brand Management drives all functions of marketing in a marketing organization today. Unfortunately, most organizations in Bangladesh are either totally unaware of the importance of this discipline, or are negligent due to the fear of the unknown. This course aims to prepare students for the practicality of brand management. Perhaps one of the most valuable assets that a firm has is the brands that the firm has invested in and developed over time. Although manufacturing processes and factory designs often can be duplicated, strongly held beliefs and attitudes established in the minds of the consumers cannot be so easily reproduced. The difficulty and expense to introducing new products, however, puts more pressure than ever on firms to skilfully launch their products as well as manage their existing brands. Objectives of the Course To develop understanding of: Brands and Brand Management Brand Positioning and Values Planning and Implementing Brand Marketing Programs Measuring and Interpreting Brand Performance Growing and Sustaining Brand Equity Lecturer Contact Details & Office Hours NAC 701, NSU Ext. 1738, mohiuddin@northsouth.edu ST 8:00am 9:30am, 2:30pm 5:50pm MW 8:00am 9:30am. Please drop an e-mail to confirm your appointments.

Text & Materials The course is based on class lecture. Please take class notes. Other than the text mentioned below, relevant materials would be made available by the lecturer either in soft or hard copy. The following text is a requirement for the course: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd Edition, Keller, Kevin Lane; Pearson Education (Singapore) Pte. Ltd., ISBN 81-297-0254-01 Assessment Attendance and class participation Assignments (3 X 5%) Mid-term Exams (2 X 20%) 10% 15% 40% Final Exam Final Project (synd) 25% 10%

Grading University standard grading scale would be followed. Notes on Policies

There would be no revision of grading and each student is individually responsible for his/her grade (including contribution to syndicate exercises, which will be substantial). Syndicate exercises would be graded for the syndicate as a whole, but based on feedback from your peers, your individual grades may vary. Plagiarism or cheating would not be tolerated. Students found guilty will not be allowed to complete the course.

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The course is based on class lecture. You must remember the syllabus of the course includes anything and everything discussed in the class. with Khondker Galib B Mohiuddin (KGM)

Brand Management (MKT 465)

Absence cannot be erased with the aid of an application. Dont provide any application for absence, because nothing can undo your absence, and the 0.25% of the grade that you lose. In case of absences, it is your responsibility to update yourself for the missed classes with the aid of your classmates, the instructor would not deliver/ discuss missed topics. Simply attending the classes will not be sufficient to ensure good grades in class participation. Entering classes late would cost your class participation points you are to recognize that you not only lose yourself by doing it, you disturb and interrupt the learning of the whole class. Late arrivals for three classes would count as one absent. Turn your mobile phones to silent mode during class. Do not talk on the phone or fiddle youre your gadgets during class. Late submissions of projects will result in deduction of points, and the instructor may chose to discard your submission altogether. It is your duty to ensure that the projects are submitted within time. There will be NO make-up quiz arranged under any circumstance. There will be NO make-up mid-term exam arranged under any circumstance. If you have plausible cause, as judged by the lecturer, you may take a comprehensive final exam. There will be NO make-up final exam arranged under any circumstance. The course content may be modified according to the progress of the class, but this is very unlikely.

Schedule
Clas s 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Agenda/ Reading Admin: Introduction, Understanding of Policies Topics: Recap of basic and required marketing concepts Topics: Recap of basic and required marketing concepts, A perspective on brand management Admin: Syndicate finalization, contacts Topics: Ch. 1: Brands and Brand Management Topics: Ch. 2: Customer-based Brand Equity Topics: Ch. 3: Brand positioning and values, Positioning Topics: Ch. 4: Choosing Brand Identity elements to build Brand Equity Topics: Guest speaker on Brand Identity MID-TERM EXAM 1 Topics: Ch. 5: Designing marketing programs to build brand equity Topics: NPS, Brand equity building Topics: Ch. 6: Integrating marketing programs to build brand equity Topics: Guest speaker on IMC Topics: Final Project brief & discussion Topics: Leveraging Brand equity Topics: Brand Relationship Spectrum, Creative Problem Solving MID-TERM EXAM 2 Topics: Brand Loyalty Topics: Ch. 8: Developing Brand equity Measurement and Managing System Topics: Interbrand Brand Valuation Topics: Ch. 9: Measuring sources of brand equity: Capturing customer mindset Topics: Ch. 10: Measuring outcomes of Brand Equity Topics: Final Project brief & discussion Topics: Guest speaker on Brand Marketing Topics: Ch. 11: Designing and Implementing Branding Strategies, Kapferers pyramid & Luxury brands, Branding Decision Grid

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FINAL EXAM Legend: Topics printed in underlined Courier font represents areas of discussion outside text. Hope to see you enrich this course. Best of luck!

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