POST GRADUATE PROGRAM IN BUSINESS AD

COURSE CURRICULUM (SEMESTER-

Stategic Brand Management
COURSE MAIN FACULTY
COURSE CODE DURATION
CREDIT NAME
SHAILAJA
40 hrs
MANOCHA
METHODS OF TEACHING:
LECTURES/CASE STUDY/ CLASS DISCUSSIONS
PRE-REQUISITE (S) FOR THE COURSE:
A COMPREHENSIVE UNDERSTANDING OF MARKETING MANAGEMENT AND RELATED MARKETING
COURSE OBJECTIVE:
This course aims to make the student understand the importance of brands, for the company as well as the cons
faced by a company in managing its brands.

LEARNING OUTCOME:
At the end of this course a student should be able to understand the concepts of brand equity, role of brand in m
the potential effects and trade offs of various strategies and tactics for their brand.
METHOD OF ASSESSMENT
Sl.No CRITERIA
1 Mid Semester Test
2 Surprise Quiz tests
3 Case Study Assignments
4 Attendance
5 End Semester Examination
6
DUATE PROGRAM IN BUSINESS ADMINISTRATION
OURSE CURRICULUM (SEMESTER- IV )
Stategic Brand Management
SUPPORT FACULTY NAME

ANAGEMENT AND RELATED MARKETING SUBJECTS.

nce of brands, for the company as well as the consumers. It also highlights the issues and challenges

nd the concepts of brand equity, role of brand in marketing strategies and have the ability to interpret
ctics for their brand.
METHOD OF ASSESSMENT
WEIGHTAGE (%)
15%
10%
10%
5%
60%
 COURSE CONTENT

MODULE
SESSION
SESSION DESCRIPTION
NO

INTRODUCTION TO BRAND AND

1 I
BRAND MANAGEMENT
STARTEGIC BRAND MANAGEMENT
2 I
PROCESS
3 II CUSTOMER BASED BRAND EQUITY
4 II MODEL
BUILDING A STRONG BRAND
5 II BRAND BUILDING IMPLICATIONS
6 II BRAND POSITIONING AND VALUES
7 III CHOOSING PRIMARY BRAND
ELEMENTS
CHOOSING SECONDARY BRAND
8 III
ELEMENTS
9 III PRODUCT STRATEGY TO BUILD A
10 III BRAND
PRICING STRATEGY TO BUILD A
11 III BRAND
CHANNEL STRATEGY TO BUILD A
BRAND
INTEGRATED MARKETING
12 III
COMMUNICATION TO BUILD A BRAND
LEVERAGING SECONDARY BRAND
13
IV KNOWLEDGE TO BUILD A BRAND
14 IV THE BRAND VALUE CHAIN
15 IV DESIGNING BRAND TRACKING STUDIES
16 IV MEASURING SOURCES OF BRAND EQUIT
V DESIGNING AND IMPLEMENTING BRAND
V BRAND EXTENSIONS
V MANAGING BRANDS OVER TIME.
V STRATEGIC BRAND MANAGEMENT GUID
COURSE CONTENT
PEDAGOGY (CASE, PROJECT, LECTURE,
ROLE PLAY ETC.) PLANNED

WEEK NO.

LEC/DIS 1

LEC/DIS CASE STUDY 1

LEC/DIS 2
LEC/DIS CASE STUDY 2
LEC/DIS CASE STUDY 3
LEC/DIS CASE STUDY 3
LEC/DIS CASE STUDY AND PROJECT 4

LEC/DIS CASE STUDY AND PROJECT 4

LEC/DIS 5
LEC/DIS 5
LEC/DIS 6

LEC/DIS CASE STUDY 6

LEC/DIS 7
LEC/DIS CASE STUDY 7
LEC/DIS CASE STUDY 8
LEC/DIS CASE STUDY 8
LEC/DIS CASE STUDY 9
LEC/DIS CASE STUDY 9
LEC/DIS CASE STUDY 10
LEC/DIS CASE STUDY 10
ESSENTIAL READINGS : (Text Book / Reference with Author & Publisher Name)
STRATEGIC BARND MANAGEMNET; BUILDING, MEASURING, AND
MANAGING BRAND EQUITY; SECOND EDITION, KEVIN LANE KELLER,
PEARSON PRENHALL PUBLICATIONS
INDICATIVE BIBLOGRAPHY:
MARKETING MANAGEMENT; PHILIP KOTLER, BRAND MANAGEMENT; JEAN
NOEL KAPFERRER, PRODUCT MANAGEMENT ; LEHMANN
JOURNALS / MAGAZINES:
ANY BUSINESS/ MARKETING JOURNALS AND MAGS
WEB SITE:
WWW.INTERBRAND.COM, WWW.AMA.COM ETC