COURSE INFORMATION Course Title: BRAND MANAGEMENT

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 524	B	2	3	0	0	3	7.5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Rozana Haxhialushi
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:
Course Description:	Consumer branding is the focal point of all businesses, domestic and global. Challenges in developing effective consumer brands must be integrated with the company’s short and long-term strategic and operational plans. One of the major goals is to identify branding issues in depth, experienced by marketing firms. Topics included are challenges and changes in marketing branding strategies that worked yesterday but likely will not fit tomorrow’s customer, managing the distribution channel to build brand equity, developing effective communication strategies in a digital environment, establishing effective global brands by region, issues-attributes-challenges in building domestic and global customer relationships.
Course Objectives:	A brand name, and its associated brand equity, is one of the most valuable assets any firm has. To allow students to apply learned concepts, this course addresses important branding decisions faced by organizations. The course objectives are: 1) to increase student understanding of the important issues in planning, implementing and evaluating brand strategies; 2) to provide relevant theories, models and tools for the making of brand decisions; and 3) to provide a forum for students to apply these principles.

COURSE OUTLINE

Week	Topics
1	Chapter 1: Brands and Brand Management
2	Chapter 2: How brands work
3	Chapter 3: Customer-Based Brand Equity and Brand Value Chain________ Brand me presenters:
4	Chapter 4: Brand Positioning_______________ Brand me presenters:
5	Chapter 5: Building a new brand____________ Article: Keller, Kevin Lane (2009), “Building Strong Brands in a Modern Marketing communications Environment” Journal of Marketing Communications, 15(2-3) 139-155.
6	Chapter 6: Managing an established brand
7	Chapter 7: Integrating Marketing Communications to Build Brand Equity
8	Mid semester project Article Aaker, David A., (1995) “Measuring Brand Equity Across Products and Markets” California Management Review, 38(3) 102- 120.
9	Chapter 9: Brand Extension_______________ Brand me presenters:
10	Chapter 11: Designing Marketing Programs to Build Brand Equity_______ Brand me presenters:
11	Chapter 12: International Brand Expansion
12	Chapter 13: Brand Acquisition and Portofolios
13	Chapter 14: Managing Brands Over Time
14	Brand Audit Project Presentations Each team has 20 minutes

Prerequisite(s):
Textbook:	Johansson, J.K.; Carlson, K.A. Contemporary Brand Management, (2015) SAGE Publications, ISBN 978-1-4522-4287-3 (pbk.) — ISBN 978-1-4833-1196-8 (web pdf)Kevin Lane Keller. Strategic Brand Management. 4th Edition. 2013
Other References:	Keller, Kevin Lane (2009), “Building Strong Brands in a Modern Marketing ommunications Environment” Journal of Marketing Communications, 15(2-3) 139-155. Aaker, David A., (1995) “Measuring Brand Equity Across Products and Markets” California Management Review, 38(3) 102- 120.
Laboratory Work:
Computer Usage:
Others:	No

COURSE LEARNING OUTCOMES

1	Be able to describe and identify all the components of Brand Management and how they affect and improve marketing decision-making.
2	Be able to design, implement and evaluate Branding strategies.
3	Be able to understand how “strong” brands are created and what should be done to maintain strong brands over time

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Professional Master in Business Administration Program
1	Integrate tools and concepts from business and economics to solve business problems.	5
2	Inspire an open minded-attitude through continuous learning and team-work.	5
3	Demonstrate ethical, social, and legal responsibilities in organizations.	4
4	Critically evaluate business case studies.	5
5	Manage business operations effectively and efficiently.	5
6	Report project results.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	20
Presentation	1	10
Project	1	25
Final Exam	1	40
Attendance		5
Other	1
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms	1	2	2
Assignments			0
Final examination	1	3	3
Other	15	5	75
Total Work Load:			192
Total Work Load/25(h):			7.68
ECTS Credit of the Course:			7.5