Brand Marketing Session Plan
Brand Marketing Session Plan
Brand Marketing Session Plan
LEARNING OUTCOME:
At the end of this course a student should be able to understand the concepts of brand equity, role of brand in m
the potential effects and trade offs of various strategies and tactics for their brand.
METHOD OF ASSESSMENT
Sl.No CRITERIA
1 Mid Semester Test
2 Surprise Quiz tests
3 Case Study Assignments
4 Attendance
5 End Semester Examination
6
DUATE PROGRAM IN BUSINESS ADMINISTRATION
OURSE CURRICULUM (SEMESTER- IV )
Stategic Brand Management
SUPPORT FACULTY NAME
nce of brands, for the company as well as the consumers. It also highlights the issues and challenges
nd the concepts of brand equity, role of brand in marketing strategies and have the ability to interpret
ctics for their brand.
METHOD OF ASSESSMENT
WEIGHTAGE (%)
15%
10%
10%
5%
60%
COURSE CONTENT
MODULE
SESSION
SESSION DESCRIPTION
NO
WEEK NO.
LEC/DIS 1
LEC/DIS 7
LEC/DIS CASE STUDY 7
LEC/DIS CASE STUDY 8
LEC/DIS CASE STUDY 8
LEC/DIS CASE STUDY 9
LEC/DIS CASE STUDY 9
LEC/DIS CASE STUDY 10
LEC/DIS CASE STUDY 10
ESSENTIAL READINGS : (Text Book / Reference with Author & Publisher Name)
STRATEGIC BARND MANAGEMNET; BUILDING, MEASURING, AND
MANAGING BRAND EQUITY; SECOND EDITION, KEVIN LANE KELLER,
PEARSON PRENHALL PUBLICATIONS
INDICATIVE BIBLOGRAPHY:
MARKETING MANAGEMENT; PHILIP KOTLER, BRAND MANAGEMENT; JEAN
NOEL KAPFERRER, PRODUCT MANAGEMENT ; LEHMANN
JOURNALS / MAGAZINES:
ANY BUSINESS/ MARKETING JOURNALS AND MAGS
WEB SITE:
WWW.INTERBRAND.COM, WWW.AMA.COM ETC