ACHARYA BANGALORE B SCHOOL

SESSION PLAN
Batch: 2014-2016
Bangalore University

Course
Strategic brand management
: Facilitator Name: KIRAN.G
Code: 4.3.1

Module
Pre-Class Reading/ Activity Post-class
Numbe Session Number Sub-Headline Topic Pedagogy
(Referred Books) Assignment:
r
Product 1. Kevin Lane Keller M. G.
Importance of Lecture
Management: Parameswaran and Isaac Briefly write
product and Mini
Product Planning Jacob, Strategic Brand the New
management, case study
1 1-3 and New Product Management, Pearson product
product gilliete
Management- Education India, 3rd Edition, managemen
portfolio Product
Product Portfolio 2010 t
management strategies
Analysis
Prepare the
product
Market market
Attractiveness & Covered the 1. Ramanuj Majumdar , strategies
Class
Components Of major areas Product management in for a
lecture
1 4-6 Market like Product India, PHI Learning Pvt company of
India, 2007 and Role
Attractiveness market your choice
play
Product Market strategies which is
Strategies ready to
launch their
product
 Product Life
Cycle Stages And Lecture
Gave the Kirti Dutta, Brand
Corresponding and Mini
indetail Management, Principles and
Strategies case study
1 6-8 information Practices ,Oxford University
Competitor Press, Ist Edition, 2012 on CCD
about PLC
Analysis and
strategies
Cadbury

Role plays
Kevin Lane Keller , by the
Introduction To Strategic Brand students
Brand Covered the Management: Building, as
Role plays
Management: major areas Measuring, and Customer
2 1-3 for the
Brands Vs prdocts vs Managing Brand Equity, and the
Products- Brand students
brand Prentice Hall, 4th CRM team
Management Edition, 2012 of an
organisati
on
MG Parameswaran ,
Brand Components Brand
Building Brand Value
& Attributes- Components Lecture
Five Steps to Building
2 4-6 Significance Of and consumer and Mini
Powerful Brands, Tata
Branding To ways of case study
Consumers & Firms McGraw hill, 2006
searching
2 6-8 Selecting Brand Try to Subroto Sengupta , Product Make a
Names- Brand understand the Brand Positioning: launch presentation
Identity Kepferer concept of Strategies for on the PLC
Brand Identity brand identity Competitive Advantage, of the
Prizm Model -
prizm model. Tata McGraw Hill product
Branding
Challenges &
Education, 2005 which has
Opportunities declined in
the market,
Prepare the
comeback
 strategies
for the
product
declined in
the market
Brand Equity: J.N. Kapferer , The New
Concept Types Of Strategic Brand
Brands - Strategic General Management (Creating
Brand introduction Lecture
And Sustaining Brand
3 1-2 Management about the and Mini
Equity Long Term) ,
Process Brand designing case study
Attribute Kogan Page Publishers
customer value
Management & India, 2008.
Architecture
Understanding
of the product
mix and S.A. Chunawalla , Role plays
Brand Portfolio related factors Compendium of Brand by the
Strategy Brand
3 3-6 by using the Management, Himalaya students
Extension And
live examples Publishing House , 2011 as , Guest
Stretching
of HUL, Tata lecture
and other
companies
Briefly write
the
Understanding difference
David A Aaker ,
- Making A Brand the concept of Lecture between the
Managing Brand Equity,
3 6-8 Strong-Sources Of services with Free Press, 1991 and Mini product and
Brand Equity- relevant case study services
examples with the
relevant
examples
3 9-10 The 4 Steps Of Clear Kevin Lane Keller M. G. Lectures, Assignment
Strong Brand understanding Parameswaran and Isaac Case of fixing up
Building- Aakers of the various Jacob, Strategic Brand study on the pricing
Brand Equity Model
 for different
types of
Snow product like
companies
Customer Based Management, Pearson white new
pricing
Brand Equity Education India, 3rd Edition, paper product,
strategy like
Brand Leveraging, 2010 company established
Brand Loyalty apple, BMW
Pricing product and
etc.
strategies product in
decline
stage.
Lecture
Brand Positioning: General Kirti Dutta, Brand and Mini
Types Of introduction Management, Principles and case study
4 1-2 Positioning- Over, about the Practices ,Oxford University on CG
Under & delivering Press, Ist Edition, 2012 India
Repositioning customer value private
limited
Assignment
Kevin Lane Keller , on different
Understanding
Strategic Brand levels of
of various
Differentiation Management: Building, Class marketing
market channel
Identifying Gaps Measuring, and lecture channels
4 3-6 involved in the
Using Perceptual Managing Brand Equity, and role and also the
Maps business for
Prentice Hall, 4th play pros and
reaching the
Edition, 2012 cons of the
end users
respective
channels
Class
Understanding MG Parameswaran ,
lecture
- Co-Branding the various Building Brand Value
and case
Licensing conflicts that Five Steps to Building
4 6-8 study of
Celebrity might arises in Powerful Brands, Tata
Endorsement Medi plus
the marketing McGraw hill, 2006
India
channel.
Limited
 Various types
of channels Subroto Sengupta , Assignment
Guest
available in the Brand Positioning: on supply
lecture
market for the Strategies for chain
Positioning and
4 9-10 movement of Competitive Advantage, managemen
Guidelines presentati
goods from the Tata McGraw Hill t of various
on by
manufacturer Education, 2005 software
students
to the end companies
user.
Kevin Lane Keller ,
Brief Strategic Brand
Class
introduction Management: Building,
Brand Audit and lectures
about the Measuring, and
5 1-4 Valuation: Brand and
Audit importance of Managing Brand Equity,
presentati
the marketing Prentice Hall, 4th
ons
communication Edition, 2012

Different types
of medias
available for Role plays
Internal Branding- the by the
Introduction To Adrian Palmer, Introduction to
5 5-8 communication students
Brand Valuation Marketing, Oxford
Components & , different as , Guest
types of lecture
communication
etc
Assignment
S.A. Chunawalla ,
Selection of prepare the
Compendium of Brand Lecture
media and print
5 9-10 Types Of Valuation Management, Himalaya and Mini
designing of Publishing House , 2011 advertiseme
case study
advertisements nt about the
college
 J.N. Kapferer , The New
Strategic Brand
Building Online Management (Creating
Brief Lecture
Brands: Integrated And Sustaining Brand
6 1-3 introduction and Mini
Marketing Equity Long Term) ,
Communication about the topic case study
Kogan Page Publishers
India, 2008.

Understanding
The New Media the concept of S.A. Chunawalla , Role plays
Environment NPD with Compendium of Brand by the
6 4-6 Building and practical Management, Himalaya students
managing online preparation of Publishing House , 2011 as , Guest
Brands products from lecture
students
-Marketing
Class Briefly write
Communication Understanding
lecture the various
Options Using the various
David A Aaker , and CSR
Social Media to companies CSR
Managing Brand Equity, seminars activities
6 7-8 Build Brands E- activities as a Free Press, 1991 and followed by
Commerce & part of creating
presentati different
Brands good will in the
ons by the companies
market
students in India