Brand Management

BRAND MANAGEMENT

 

Course code: BUS 1206

Course time: 03 credits

Prerequisite knowledge: Marketing research, marketing management

Lecturer in charge: MBA. Vu Quoc Viet Nam

Supporting lecturer:

Textbook:

          Kevin Lane Keller (2012), Strategic Brand Management, Prentice Hall

References:

1. Jean-Noel Kapferer (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity), Kogan Page

2. Patricia F. Nicolino (2009), Quản trị thương hiệu, NXB Lao động – Xã hội (Bản dịch của Nguyễn Minh Khôi, Công ty sách Alpha).

3. Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre (2009), Brand Management: Research, Theory and Practice, Routledge

4. Alina Wheeler (2012), Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley

5. Keith Dinnie (2007), Nation branding: Concepts, Issues, Practice, Butterworth-Heinemann

6. Simon Anholt (2007), Competitive Identity: The New Brand Management for Nations, Cities and Regions, Palgrave Macmillan

Course Goals

          The course helps students gain full understanding and the skills of brand building in practice and promptly be able to deploy brand building and developing activities in a firm.

          This course also helps students pursue careers in marketing and branding profession after graduation. At the end of this course, students’ knowledge is evaluated in accordance with the learning outcomes of the brand management course which lie within the learning outcomes of the Business Administration major. The level achievement is evaluated by Benjamin S. Bloom’s (1956) scale of 6 cognitive levels.

Course description

          This is a course that provides students in-depth and practical knowledge and skills about brand building and developing activities.

          In order to complete this course with good results, besides class time, students need to self-study and attend conferences on brands to acquire information on the latest trends and communication technology.

          This course helps students pursue professional marketing and branding careers after graduation.

EXPECTED LEARNING OUTCOMES

CRITERIA

CODE

EXPECTED LEARNING OUTCOMES

CAPACITY

KNOWLEDGE

1.1.3.4.

Be able to apply knowledge in counterargument and building business strategies

 

1.1.3.5.

Be able to apply knowledge in planning and organizing business activities

 

SKILLS

2.2.1.1.

Be able to identify problems in business

 

2.2.1.2.

Be able to evaluate, analyze, synthesize and suggest solutions

 

2.2.1.3.

Be able to carry out solutions and projects in business

 

2.2.1.4.

Be able to manage a specific operating plan or a task such as a business plan

 

2.2.2.1.

Be able to come up with ideas and operating plans for business

 

2.2.2.2.

Be able to evaluate business solutions, projects and policies

 

2.2.2.4.

Be able to do research and discover new knowledge especially business issues

 

2.2.3.1.

Be capable of systematic thinking when approaching problems in life and the business and administration environmen

 

2.2.3.3.

Be able to identify and classify crucial factors in solving problems

 

2.2.3.4.

Be able to analyze matrices and select appropriate solutions in business administration

 

2.2.4.1.

Be able to perceive one’s own characteristics, personality and knowledge

 

2.2.4.2.

Actively devise one’s own career plan

 

2.2.4.3.

Be able to update market information and seize business opportunities

 

2.2.4.4.

Be able to manage resources and time

 

2.2.5.1.

Be active and willing to take risks in business

 

2.2.5.2.

Be patient and flexible in solving business problems

 

2.2.5.3.

Have business ethics and honesty and be responsible towards work

 

2.2.5.4.

Deal with business problems in a professional manner

 

2.3.1.1.

Be able to devise communication strategies in the global context

 

2.3.1.2.

Be able to devise an effective structure for communication with business partners

 

2.3.1.3.

Be able to communicate with others via written documents and multimedia

 

2.3.1.4.

Be able to present problems or ideas effectively in front of a community

 

2.3.1.5.

Be capable of listening to others and critial thinking

 

2.3.2.1.

Be able to form an independent working group

 

2.3.2.2.

Be able to organize group activities that can achieve goals

 

2.3.2.3.

Be able to develop a group

 

2.3.2.4.

Have teamwork skills

 

attitudes

3.4.1.3.

Be aware of business benefits that can be brought to the society

 

3.4.1.4.

Be aware of current events

 

3.4.3.2.

Be capable of self-studying and updating new knowledge in business

 

3.4.3.3.

Be able to set personal goals and plan one’s career path

 

3.4.3.4.

Be able to apply methods and tool in independent research

 

3.4.3.5.

Be able to embrace and apply new technology to achieve career goals

 

 

COURSE ASSESSMENT

ASSESSMENT TYPES

ASSESSMENT EVIDENCE

COURSE LEARNING OUTCOMES

PERCENTAGE (%)

PROCESS ASSESS-
MENT (25%)

GROUP PRESENTATION

(Each group is given a specific topic about the course. A group has 45 minutes for their presentation and Q&A session in the class)

25%

Evaluating of the content preparation by default task division in the group

2.3.2.1., 2.3.2.2., 2.3.2.3., 2.3.2.4.

1.1.3.4., 1.1.3.5.

30%

Evaluating presentation skills and the ability to apply supporting tools to deliver the course content

2.3.1.1., 2.3.1.2., 2.3.1.3., 2.3.1.4., 2.3.1.5.,

30%

Evaluating student-to-student and student-to-teacher  interaction to reinforce the knowledge and openly receive new discoveries .

2.2.5.3., 2.2.5.4., 2.3.1.5.,

20%

Evaluating students’ ability to internalize knowledge by the combination of their preparation process, professional skills, communication skills and personal qualities.

3.4.1.3., 3.4.1.4., 3.4.3.2., 3.4.3.3.,3.4.3.4., 3.4.3.5.,

1.1.3.4.,1.1.3.5.,2.2.1.1., 2.2.1.2., 2.2.1.3., 2.2.1.4.,2.2.2.1., 2.2.2.2., 2.2.2.4., 2.2.3.1.

 

20%

MID- TERM ASSESS-
MENT (25%)

GROUP ESSAY

The essay is 15 pages long about the topic that the group presents. The essay is divided into 3 sections: Literature review, The practice and The group’s suggestions.

25%

Evaluating students’ comprehension, coherent presentation of an essay with sections: Literature review, The practice and The group’s suggestions.

1.1.3.4., 1.1.3.5.,

30%

Evaluating systematical thinking, careful reasoning and academic report writing skills.

2.2.3.1., 2.2.3.3., 2.2.3.4., 2.2.4.1.

30%

Evaluating the ability to accumulate and update new knowledge, internalize already acquired knowledge and make counter-argument for presentations.

3.4.1.3., 3.4.1.4., 3.4.3.2., 3.4.3.3.,3.4.3.4., 3.4.3.5.,

2.3.1.5.

25%

The presentation skill for an academic report in terms of a proper format, references and citations that abide academic regulations

2.3.1.1., 2.3.1.2., 2.3.1.3., 2.3.1.4., 2.3.1.5., 2.3.3.1., 2.3.3.2.

15%

FINAL- TERM

ASSESSMENT

(50%)

CONSTRUCTED-RESPONSE TEST

(The test lasts for 90 minutes and consists of 2 questions that cover both theories and practical application. The test content is one of the in-class discussed parts of the group presentations and course content)

50%

Evaluating students’ comprehension, ability to systemize and apply knowledge to present and explain a specific problem of the subject.

1.1.3.4., 1.1.3.5.,

2.2.1.3., 2.2.1.4.

50%

Evaluating the abilities of logical thinking, careful reasoning and combining theories with the practice to explain a problem of the course.

2.2.3.1., 2.2.3.3., 2.2.3.4., 2.2.4.1.

20%

 

Evaluating the creativity and the ability of identifying problems in human resource management from theories to the practice.

2.2.2.1., 2.2.2.2., 2.2.2.4., 3.4.1.3., 3.4.1.4., 3.4.3.2., 3.4.3.3., 3.4.3.4., 3.4.3.5.

20%

 

 

Evaluating the academic and creative presentation of an essay  and the ability to apply in-depth knowledge in solving a problem.

2.3.1.3, 1.1.3.4.,1.1.3.5.,

2.2.1.1.

10%

 

 

 

RUBRIC FOR ASSESSMENT: ON A SCALE OF 1-10

                     Score

Criteria

(Bloom scale)

<5

5-<7

7-<9

9-10

Course knowledge (70%)

Be able to remember and understand knowledge

No need for analysis ability

Be able to use knowledge to solve problems

Be able to listen to others and make counter-arguments

Be able to apply knowledge and methods in a reasonable manner

Make a deep  analysis about the problem

Be able to apply in-depth knowledge and methods

Make a deep and logical analysis about the problem

Writing style, reasoning and presentation

(30%)

Incomprehensible writing

Comprehensible writing

Comprehensible and logical writing

Comprehensible and logical writing

Nice presentation



Visit total: 536,797

40,322