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COURSE DESCRIPTION AND APPLICATION INFORMATION

Course Name Code Semester T+A+L (hour/week) Type (C / O) Local Credit ECTS
Applied Strategic Brand Management BUS 403 Fall 03+00+00 Elective 3 6
Academic Unit: Business Administration
Mode of Delivery: Face to face
Prerequisites: None
Language of Instruction: English
Level of Course Unit: Undergraduate
Course Coordinator: - -
Course Objectives: The objective of the course is to teach students the significant role of branding in creating customer value, while discussing what the brand means for both the company and the consumer, the steps to branding, new product development and innovation and how to create new or adapt an existing brand.
Course Contents: This course is designed to introduce students to the fundamental dynamics of brand management by blending theoretical knowledge with real-world applications from both academia and the business world.
Learning Outcomes of the Course Unit (LO):
  • 1- To understand brand positioning and its strategic implications
  • 2- To analyze and develop effective brand designs and brand communication strategies
  • 3- To learn and apply branding strategies in various market contexts
  • 4- To evaluate and enhance brand equity through strategic brand management techniques
Planned Learning Activities and Teaching Methods: Lectures, case studies, in-class assignments, project, student presentations


WEEKLY SUBJECTS AND RELATED PREPARATIONS

WeekSubjectsRelated Preperation
1 Introduction to Marketing and Brand Management -
2 Brand & Brand Management Resources on Learn
3 CCBE & Positioning Resources on Learn
4 Brand Resonance & Value Chain Resources on Learn
5 Developing Brand Strategy Resources on Learn
6 Brand Elements Resources on Learn
7 Designing Marketing Programs to Build Brand Equity Resources on Learn
8 Designing and Implementing Branding Architecture Resources on Learn
9 Brand Portfolio Resources on Learn
10 Managing Brands Over Geographic Boundaries Resources on Learn
11 Managing Brands Over Market Segments and Over Time Resources on Learn
12 New Trends in Brand Management -
13 Presentations -
14 Presentations -


REQUIRED AND RECOMMENDED READING

Keller, K.L, Strategic Brand Management, Global edition, GE Pearson.


OTHER COURSE RESOURCES

Readings to be given weekly


ASSESSMENT METHODS AND CRITERIA

Semester RequirementsNumberPercentage of Grade (%)
Attendance / Participation 1 20
Presentation / Jury 1 50
Midterms / Oral Exams / Quizes 1 30
Total: 3 100


WORKLOAD

EventsCountDuration (Hours)Total Workload (hour)
Course Hours14342
Preparation for Presentation / Jury15050
Extra-Class Activities (reading,individiual work, etc.)14228
Midterms / Oral Exams / Quizes21530
Total Workload (hour):150


THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)

# PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12
LO1                        
LO2                        
LO3                        
LO4