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Academic staff member responsible for the design of the course syllabus
(name, surname, academic title/scientific degree, email address and signature)
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NA
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Main Course Lecturer (name, surname, academic title/scientific degree, email address
and signature) and Office Hours:
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Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al
, Friday 08:00 - 11:00 E209
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Second Course Lecturer(s) (name, surname, academic title/scientific degree, email
address and signature) and Office Hours:
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NA
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| Teaching Assistant(s) and Office Hours: |
NA
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| Language: |
English
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| Compulsory/Elective: |
Elective
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| Study program: (the study for which this course is offered) |
Master of Science in Business Administration
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| Classroom and Meeting Time: |
-
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| Code of Ethics: |
Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
|
| Attendance Requirement: |
75% is mandatory.
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| 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: |
Welcome to the Brand Management MSc Course! This course is designed to equip you with the knowledge, skills, and tools necessary to manage brands effectively in today's complex and dynamic business environment. Brands play an important role in creating value for organizations and consumers alike, and a deep understanding of brand management is essential for success in marketing and related fields. Through this course, you will gain a comprehensive understanding of the principles of brand management, including brand identity, brand equity, brand positioning, brand architecture, and brand extension. You will also learn about the latest trends and best practices in brand management, and explore the challenges and opportunities associated with managing brands in different contexts. I look forward to embarking on this exciting journey of learning and discovery with you!
To be successful in a graduate level course, you need:
1. Strong academic background: Having a solid foundation in the relevant subject area can be helpful. This may include taking relevant undergraduate courses or having relevant work experience.
2. Time management skills: Graduate courses can be intense and demanding, so good time management skills are essential to ensure that you can stay on top of coursework, assignments, and exams.
3. Motivation and self-discipline: Graduate courses require a high level of commitment and self-motivation. Staying focused, setting goals, and staying motivated are key to success.
4. Effective study habits: Developing effective study habits such as note-taking, active reading, and summarizing course material can be helpful for retaining information and preparing for exams.
5. Collaborative mindset: Collaborating with other students and seeking help from professors and tutors can provide a deeper understanding of course material.
6. Perseverance: A graduate course can be challenging, and it's important to persevere and maintain a positive mindset to overcome difficulties and obstacles.
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BASIC CONCEPTS OF THE COURSE
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| 1 |
Brand Identity: The visual and verbal representation of the brand that creates a unique image in the minds of customers.
|
| 2 |
Brand Positioning: The process of creating a distinctive image for a brand in the minds of the customers, which helps it stand out from the competition.
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| 3 |
Brand Equity: The value of a brand, which is built through positive associations with the brand in the minds of the customers.
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| 4 |
Brand Awareness: The level of recognition a brand has among its target audience.
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| 5 |
Brand Loyalty: The extent to which customers are willing to repeatedly purchase a brand over other alternatives.
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| 6 |
Brand Extension: The use of a well-established brand name to launch a new product or service in a different market or category.
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| 7 |
Brand Personality: The set of human characteristics and qualities that are associated with a brand.
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| 8 |
Brand Consistency: The need to maintain a consistent brand identity across all touchpoints and channels.
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| 9 |
Brand Differentiation: The process of creating a unique brand image that sets it apart from the competition.
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| 10 |
Brand Perception: The way in which customers perceive and interpret a brand, including its strengths, weaknesses, and overall value proposition.
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| Week |
Topics |
| 1 |
Ch.1 Brands and Brand Management page 1-37: 1. Define “brand,” state how brand differs from a product, and explain what brand equity is. 2. Summarize why brands are important. 3. Explain how branding applies to virtually everything. 4. Describe the main branding challenges and opportunities. 5. Identify the steps in the strategic brand management process. |
| 2 |
Ch.2 Customer-Based Brand Equity and Brand Positioning page 37-76: 1. Define customer-based brand equity. 2. Outline the sources and outcomes of customer-based brand equity. 3. Identify the four components of brand positioning. 4. Describe the guidelines in developing a good brand positioning. 5. Explain brand mantras and how they should be developed. |
| 3 |
Ch.3 Brand Resonance and the Brand Value Chain page 76-111: 1. Define brand resonance. 2. Describe the steps in building brand resonance. 3. Define the brand value chain. 4. Identify the stages in the brand value chain. 5. Contrast brand equity and customer equity. |
| 4 |
Ch.4 Choosing Brand Elements to Build Brand Equity page 111-147: 1. Identify the different types of brand elements. 2. List the general criteria for choosing brand elements. 3. Describe key tactics in choosing different brand elements. 4. Explain the rationale for “mixing and matching” brand elements. 5. Highlight some of the legal issues surrounding brand elements. |
| 5 |
Ch.5 Designing Marketing Programs to Build Brand Equity page 147-84: 1. Identify some of the new perspectives and developments in marketing. 2. Describe how marketers enhance product experience. 3. Explain the rationale for value pricing. 4. List some of the direct and indirect channel options. 5. Summarize the reasons for the growth in private labels. |
| 6 |
Ch.6 Integrating Marketing Communications to Build Brand Equity page 184-219: 1. Describe some of the changes in the new media environment. 2. Outline the major marketing communication options. 3. Describe some of the key tactical issues in evaluating different communication options. 4. Identify the choice criteria in developing an integrated marketing communication program. 5. Explain the rationale for mixing and matching communication options. |
| 7 |
Ch.7 Branding in the Digital Era page 219-261: 1. Describe changes in marketing and consumer behavior in a digital era. 2. Define brand engagement and understand the brand engagement pyramid and key drivers of brand engagement. 3. Understand digital communications and the various options available. 4. Understand the role of e-mail marketing and Web site optimization as important components of digital marketing strategy. 5. Evaluate the pros and cons of various social media channels (e.g., Facebook and Twitter) as digital marketing tools. 6. Understand ongoing developments within mobile marketing. 7. Develop a broad understanding of influencer marketing approaches and how word-of-mouth and social influence occurs and can be managed. 8. Describe content marketing and its role in creating brand awareness and engagement. 9. Describe changes in brand management organizational structure. |
| 8 |
Ch.8 Leveraging Secondary Brand Associations to Build Brand Equity page 261-297: 1. Outline the eight main ways to leverage secondary associations. 2. Explain the process by which a brand can leverage secondary associations. 3. Describe some of the key tactical issues in leveraging secondary associations from different entities. |
| 9 |
Ch.9 Developing a Brand Equity Measurement and Management System page 297-331: 1. Describe the new accountability in terms of ROMI (Return on Marketing Investment) 2. Create an understanding of analytics dashboards as a tool for monitoring performance and the implications of brand investments 3. Outline the two main steps in conducting a brand audit and how to execute a digital marketing review 4. Describe how to design, conduct, and interpret a tracking study 5. Identify the steps in implementing a brand equity management system. |
| 10 |
Ch.10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set page 331-370: 1. Describe effective qualitative research techniques for tapping into consumer brand knowledge. 2. Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships. 3. Outline how big data can help with understanding brand perceptions and brand positioning. 4. Explain the role of social media monitoring “control rooms” as a marketing research tool. 5. Profile and contrast some popular brand equity models. |
| 11 |
Ch.11 Measuring Outcomes of Brand Equity: Capturing Market Performance page 370-395: 1. Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it. 2. Contrast different comparative methods to assess brand equity. 3. Explain the basic logic of how conjoint analysis works. 4. Review different holistic methods for valuing brand equity. 5. Describe the relationship between branding and finance. |
| 12 |
Ch.12 Designing and Implementing Brand Architecture Strategies page 395-438: 1. Define the key components of brand architecture. 2. Define a brand-product matrix. 3. Outline the principles of a good brand portfolio. 4. Assemble a basic brand hierarchy for a brand. 5. Describe how a corporate brand is different from a product brand. 6. Explain the role of brand architecture in strengthening a brand’s value and a firm’s performance. 7. Understand how sustainability initiatives, corporate social responsibility and green marketing can enhance a brand. |
| 13 |
Ch.13 Introducing and Naming New Products and Brand Extensions page 438-481: 1. Define the different types of brand extensions. 2. List the main advantages and disadvantages of brand extensions. 3. Summarize how consumers evaluate extensions and how extensions contribute to parent brand equity. 4. Outline the key assumptions and success criteria for brand extensions. |
| 14 |
Ch.14 Managing Brands Over Time page 481-516: 1. Understand the important considerations in brand reinforcement. 2. Describe the range of brand revitalization options available to a company. 3. Outline the various strategies to improve brand awareness and brand image. 4. Define the key steps in managing a brand crisis. |
| Prerequisite(s): |
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Textbook(s):
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Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5e, global edition). Pearson
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Additional Literature:
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- [For article draft project] Belcher, W. L. (2019). Writing your journal article in twelve weeks: A guide to academic publishing success. University of Chicago Press.
- [For article draft project] Dawson, C. (2019). AZ of digital research methods. Routledge.
- Lalaounis, S. T. (2020). Strategic brand management and development: Creating and marketing successful brands. Routledge.
- Miller, D. (2017). Building a storybrand: Clarify your message so customers will listen. HarperCollins Leadership, an imprint of HarperCollins.
- Heding, T., Knudtzen, C. F., & Bjerre, M. (2020). Brand management: Mastering research, theory and practice (Third Edition). Routledge.
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| Laboratory Work: |
-
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| Computer Usage: |
-
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| Others: |
No
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| 1 |
• Analyze the role of branding in contemporary business and its impact on consumer behavior, market positioning, and competitive advantage. |
| 2 |
• Evaluate different branding strategies and techniques and apply them to develop and manage successful brand campaigns across different industries and markets. |
| 3 |
• Critically assess the use of digital media and technology in building and managing brand identity and reputation, including social media, online advertising, and search engine optimization. |
| 4 |
• Develop and implement brand management plans that align with the overall business strategy and objectives, including brand architecture, portfolio management, and brand extension. |
| 5 |
• Analyze the global market environment and evaluate the opportunities and challenges for brands operating in different cultural, economic, and regulatory contexts. |
| 6 |
• Conduct primary and secondary research to gather insights on consumer behavior and attitudes towards brands and use these insights to inform brand strategy and positioning. |
| 7 |
• Demonstrate effective communication skills by presenting and pitching brand campaigns and strategies to different stakeholders, including executives, clients, and consumers. |
| 8 |
• Collaborate effectively with peers and instructors to analyze case studies and real-world scenarios that involve brand management challenges and propose effective solutions and strategies to address these challenges. |
| 9 |
• Identify and evaluate the impact of social and cultural factors on branding, including issues related to diversity, sustainability, and corporate social responsibility, and develop strategies to address these issues. |
| 10 |
• Develop the skills to write and revise an academic article draft, including conducting research, crafting a clear and compelling argument, and incorporating feedback from peers and instructors. |
| No |
Program Competencies |
Cont. |
| Master of Science in Business Administration Program |
| 1 |
Integrate theories from business and economics to tackle business problem |
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 |
Organize and pursue scientific research projects |
5 |
| 5 |
Enhance persuasive communication and presentation capabilities. |
5 |
| 6 |
Critically evaluate contemporary research in specific business areas. |
5 |
