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Syllabus of Brand ManagementCourseCode:BRAN3101Total TeachingHours:48Total Credits:3Pre-required Courses:Basic knowledgeof principlesof marketingCourseDescriptionThis coursedraws amajor focuson creatingprofitable brandstrategies bybuilding,measuring,andmanaging brandequity.The coretopics includedare:brand positioning,planning andimplementingbrand marketingprograms,measuring andinterpreting brandperformance,growing andsustaining brandequity.Required TextsMaterialsKevin LaneKeller,Strategic Brand Management:Building,Measuring andManaging Brand Equity,3rdEdition.Pearson EducationInc,2008English languageadaptation editionpublished byPEARSONEDUCATION ASIALTD.And CHINARENMIN UNIVERSITYPRESS,2009Course ScheduleChapterinWeek TopicsTextbook1Brands andBrand ManagementChapter12Customer-Based BrandEquity Chapter23,4Brand PositioningChapter34,5Choosing BrandElements to Build BrandEquity Chapter46Designing MarketingPrograms toBuild BrandEquity Chapter57Integrating MarketingCommunications toBuild BrandEquity Chapter68Leveraging SecondaryBrand AssociationstoBuildBrandEquity Chapter79Developing BrandEquity MeasurementandManagementSystem Chapter8Coursework10Presentation ofteam courseworkassessment11,12Measuring Sourcesand OutcomesofBrandEquityChapter9,1013Designing andImplementing BrandingStrategies Chapter1114New ProductsIntroduction andBrand ExtensionsChapter1215,16Managing Brandsover Time,and GeographicallyChapter13,14GradingCoursework TeamAssignment andPresentation,Case studies,Games,and ClassParticipation,etc.100%-Group assignment50%-Group presentation50%The gradeswill beassigned asfollows:90-100A Excellent70-89B Good60-69C Pass0-59D FailCourseworkAgroup assessmentwill begiven in week1and assessedinweek10,specifications areas below:Team upthestudents intogroups eachgroup withmixed nationality.-20to30minutes grouppresentation.Week10-Group essayof howto saveyour chosenbrand fromcurrent situation,and howyou wouldstrategicallyintegrate marketingactivities intobuilding upa strongbrand.Minimum5000words,deadline:week11-Your markwill beevaluated basedon yourindividual andteam contributionin bothgroup essayandpresentation.Class AttendanceSchoolpolicy dictatesthat attendanceis mandatory.You shouldcome toevery classon time,stay thoughtheentire class,and beattentive duringthe classunless youhave afamily orhealth relatedemergency.Ifyou misseda class,it isyour responsibilityto getlecture notesand assignmentsfrom otherstudent.If youmissmore thanthree classesthe Instructorreserves theright todrop youfrom thecourse.Class PreparationAsa guideline,you areexpected tospend atleast3hours perweek forthis course.Your in-classparticipation isimportant.Prepared by:Zhou WenningInspectedby:Li ChanganApprovedby:Cao Min。