SHAHEED BENAZIR BHUTTO UNIVERSITY, SHAHEED

BENAZIRABAD

Course Outline
Class: MBA 14(II)
Course: Brand Management
Instructor: Javed Ahmed Shaikh
Email javedahmed@sbbusba.edu.pk

Course Objective
The course aims to integrate the way consumers think, feel and behave with respect to
brands and the way organizations perceive and manage brands. The objective of the course
is to provide students with comprehensive and up-to-date knowledge on brand elements,
brand equity and strategic brand management

Learning Outcomes
Understand key principles of branding.
Explain branding concepts and ideas in their own words.
Understand and conduct the measurement of brand equity and brand performance.
Practically develop a brand, including positioning and communication.
Prepare a professional, logical and coherent report in the form of a brand audit.
Deliver an oral presentation in a professional, engaging manner.
Develop an argument and express them clearly in both written and oral communication.

1. Weekly Course Outline:

Course Plan
Sessions Lecture Detail
1 Introduction
2 Brand Leadership
3 22 immutable laws of branding
4 Brand Identity
5 Brand Positioning
6 Brand Relationship Spectrum
7 Brand Architecture
8 Top Brands of Pakistan and World
9 Managing Brands Over Time Adidas and Nike & other brands
10 Case study
 11 Role of Sponsorships
12 Role of the Web
13 Beyond Media Advertising
14 Global Brand Leadership
15 Project Presentations

Teaching and Learning Methodology

Learning methodology will be based on classroom lectures, class participation,
project delivery, quiz, assignments, and regular study of identified course and
reference books.
Different case study will be discussed in the class.

Materials and Supplies

Hand-out of lecture presentations Selected text from referred books

Expected Class Conduct

Class discipline and regular attendance is mandatory

Text Book
Brand Leadership, David A Aaker & Erich Joachmsthaler

Total Total Marks

Marks Head Total Marks /Head
Frequency Exempted /Frequency
Quiz 3 0 5 15
Final Paper 1 0 40 40
Mid Term Paper 1 0 30 30
Project/Case
.Study and 2 0 05 10
assignment
Presentation 1 0 5 5
Total Marks 100