Brand mgmt course bba 6

25

Click here to load reader

Transcript of Brand mgmt course bba 6

Page 1: Brand mgmt course bba 6

COURSE FILE(COURSE PLAN)

Year: 2016-2016

Semester: VI

Faculty Details

Name of the faculty: Jitendra Singh

Designation: Assistant Professor

Institute: Institute of Business Management

Course Details

Name of Programmed: BBA Batch: 2016-16 Branch: Semester: VI

No. of Students: 32 Subject Code: -BBA-602 Title of Subject: Brand Management

Note to the faculty members on how to use this course file format

1. Get a new file from your office for each course and file each sheet of these formats as and when it is complete.

2. Time table and syllabus copy provided to you may also be filed in it.3. Please attach the mark List of the students in respect of minor I and minor II for this subject in

your course file.4. Photocopy of the best and the worse answer sheets for minor I and II, be included in the course

file.5. List of assignments / seminar topics you have given to students should also be included in the

course file.6. Model Question paper, which you have distributed to the students in the beginning of the

semester for the subject should be included in the course file.7. Any additional resources like OHP transparencies, handouts used may also be filed in it.

Page 2: Brand mgmt course bba 6

COURSE FILE(COURSE PLAN)

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Subject Code: -BBA-602 Title of Subject: Brand Management

1. TARGET

a) Percentage Pass : 100 %

b) Percentage I class : 100 %

2. COURSE PLAN(Please write how you intend to cover the contents: i.e., coverage of units by lectures, guest lectures, design exercises, solving numerical problems, demonstration of models, model preparation, or by assignments, etc.)2.1 By Lectures & presentations2.2 Solving case studies in class2.3 By assignments2.4 Seminars by the students2.5 Group Discussion on Current Economic Problems

3. METHOD OF EVALUATION (Tick at appropriate place)

3.1 Continuous assessment examination P3.2 Assignments/Seminars/Cases P3.3 Mini Projects P3.4 Quiz P3.5 Term End Examination P3.6 Others

4. List out any new topic (s) or any innovation you would like to introduce in teaching the subject in this semester.

Signature of Director of institute Signature of facultyDate: Date:

Page 3: Brand mgmt course bba 6

GUIDELINES TO STUDY THE

SUBJECT

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Subject Code: -BBA-602 Title of Subject: Brand Management

Guidelines to study the subject: All the contents of the subject have been studied topic wise and unit wise and other basic

topics that are related to main topic and needful will also be covered. We have to plan the fix timeline for covering the syllabus. We have to use practical and well known examples for the better understanding to the

students. Students should use the different reference books for better improvement in their

technical growth. Newly developed management practices will also be considered during study and further

discussion in class.

Page 4: Brand mgmt course bba 6

COURSE OBJECTIVESYear: 2016-2016

Sem: VI

Name of the faculty: Jitendra Singh

Subject Code: -BBA-602 Title of Subject: Brand Management

On completion of this subject / course, the students shall be able to:

S. No. Objectives Outcomes1. To make students aware about basic concepts of Brand Management.

2. To make students aware about approaches of Brand Management..3. To help students in understanding how planning is done by Brand

Management. Managers in organizations.4. To make students aware about various roles and responsibilities of

Managers and to know how Managers respond to different situations.5. To make students aware about Different Functions performed by Brand

Management Manager’s.6. To help students in understanding various issues related to Brand

Management development.7. To understand how decisions are taken in dynamic external and

internal environment for Brand Management development.8. To make students aware about different ideologies ofBrand

Management.9. To understand various types of Brand Management structure and

Design.10. To understand various methods & policies adopted to Brand Managers

in an organization.11. To understand role of Brand Management.

Signature of faculty

Date:

NOTE: For each of the OBJECTIVE, indicate the appropriate OUTCOMES to be achieved

Page 5: Brand mgmt course bba 6

COURSE OUTCOMES

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Subject Code: -BBA-602 Title of Subject: Brand Management

1. The expected outcomes of the course / Subject are

S.

No.

General Categories of outcomes Specific outcomes of the

course

A. This will help students in developing ability to understand vital

concept of Brand Management and they can apply this concept in

managerial decision making.

B. This will enable students in developing ability to understand various

managerial functions of Brand Management and they can take help

of these functions in managerial decision making.

C. This will help students in developing ability to plan for solving day to

day business and management problem of merchandise.

D. This will help students in create an understanding to play their role in

organization.

E. This will help students in create an understanding of his

responsibilities in organization.

F. This will help students in developing ability to plan for development

of the employee & organization productivity by Brand Management

G. This will help students in understanding, the different factors of

environment and its effect on input and output of Brand Management

H. This will help students in understanding various levels of Brand

extension and how decisions are taken in them.

I. This will help students in understanding various ideologies Brand

Management and how information flow in them.

J. This will help students in understanding that how firms arrange

Page 6: Brand mgmt course bba 6

finance for them and how firm can minimize the financial risk by

Brand Management

K. This will help students in understanding various formats of Brand

Management

2. Objectives – Outcome Relationship Matrix (Indicate the relationship by tick mark).3.

Outcome

Objectives

A B C D E F G H I J K

1 √ √ √ √ √2 √ √ √ √ √3 √ √ √ √ √4 √ √ √ √ √5 √ √ √ √ √6 √ √ √ √ √78 √ √ √ √ √9 √ √ √ √ √

10 √ √ √ √ √11. √ √ √ √ √

Page 7: Brand mgmt course bba 6

COURSE SCHEDULE

Year: 2016-2016

Sem: VI

Name of the faculty: Jitendra Singh

Subject Code: -BBA-602

Title of Subject: Brand Management

The schedule of the whole course / subject is:

S. No.

Description Duration (Date) Total No. of periodsFrom To

1Unit I: Product and Brand ManagementIntroduction, Importance of product, Product mix, product line, Product classification, Product life cycle, New product development, product strategies.

2 Unit II : Brand ManagementDefinition, Concept, evolution, Brand Analysis, Components, Strategies and structure of brand, brand equity building and creating a brand image..

3 Unit III: Brand PositioningConcept and approaches to positioning strategies, defining positioning strategies.

4 Unit IV: Brand LoyaltyMaintaining brand loyalty, strategies and tactics, brand ability, brand and value, corporate brands.

5 Unit V: Brand Promotion StrategiesMedia strategies, Budgeting in brand promotion and in establishment of brand, globalization of brand.

Total no. of instructional periods available for the course: 36 hours/periods

Page 8: Brand mgmt course bba 6

SCHEDULE OF INSTRUCTIONS

UNIT - I

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

Sl. No.

Date No. of Periods

Topics / sub topics Objectives &

outcome no.

References (Text book, journals …)

Page no. … to ..

1. 7/1/2016 1 Product Management Introduction Definition Importance

1,3,4,7,9 & A,C,D,G,

Product & Brand Mgmt. of Him. Pub. By K. VenugopalRoa( P.1-13)

2. 9/1/2016 1 Product Mix Factors influencing Product

Mix Product Line

1,3,4,7,9,10 & A,C,D,G,H,I

Product & Brand Mgmt. of Him. Pub. By K. VenugopalRoa ( P.14-18)

3. 13/1/2016 1 Product Classification Introduction Classification of consumer

goods Convenience goods Shopping goods

1,3,4,7,9,10 & A,C,D,G,

Product & Brand Mgmt. of Him. Pub. By K. VenugopalRoa ( P.12-15)

4. 17/1/2016 1 Product life Cycle New Product

development

1,3,4,7,9,10 & A,C,D,G,H,I

Product & Brand Mgmt. of Him. Pub. By K. VenugopalRoa ( P.19-43)

5. 19/1/2016 1 Product Positioning Introduction Product Position Positioning Methods

1,3,4,7,9,10 & A,C,D,G,H,I

Product & Brand Mgmt. of Him. Pub. By K. VenugopalRoa ( P .44-61)

Signature of Faculty Date:

NOTE: 1. Ensure that all topics specified in the course are mentioned

Page 9: Brand mgmt course bba 6

2. Additional topics covered, if any, may also be specified boldly

SCHEDULE OF INSTRUCTIONS

UNIT - II

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

Sl. No.

Date No. of Periods

Topics / sub topics Objectives & outcome no.

References (Text book, journals …) Page no. … to ..

1, 21/1/2016

2 Introduction to Brand Definition Concept Evolution

1,2 & A,B Brand Management of Oxford pub. By KirtiDutta( P.1-33)

2. 25/1/2016

2 Functions of Brand Silent features Importance of the study Elements of Brand Analysis of Brand Study

1,3 & C Brand Management of Oxford pub. By KirtiDutta( P.35-55)

3. 27/1/2016

2 How to build brand Brand building tools Concept of Brand Image

3,4 & C,D Brand Management of Oxford pub. By KirtiDutta( P.40-45)

4. 2/2/2016 3 Role of Brand Image of Brand Status of Brand Value

1,2,3 &B,C.D

Brand Management of Oxford pub. By KirtiDutta( P.55-60)

5. 3/2/2016 3 Brand Personality Developing a brand

personality Elements required in

developing a brand personality

1,3,4 & A,C,D

Brand Management of Oxford pub. By KirtiDutta( P.125-135)

Page 10: Brand mgmt course bba 6

NOTE: 1. Ensure that all topics specified in the course are mentioned Signature of Faculty

2. Additional topics covered, if any, may also be specified boldly Date:

Page 11: Brand mgmt course bba 6

SCHEDULE OF INSTRUCTIONS

UNIT - III

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

Sl. No.

Date No. of Periods

Topics / sub topics Objectives &

outcome no.

References (Text book, journals …)

Page no. … to ..

1. 8/2/2016 2 Brand Positioning Elements in building a

brand equity Concept of personality

1,3,5 & A,C,E

Brand Management of HIM. Pub. By C.A. Chunawalla( P.135-140)

2. 14/3/2016 2 Approaches to personality Positioning Statement Consumer Behavior Changing needs of

Consumers

1,3,5 & A,C,E

Brand Management of HIM. Pub. By C.A. Chunawalla( P.66-84)

3. 17/3/2016 2 Selecting the Strategies Analysis for different

possibilities

1,3,5 & A,C,E

Brand Management of HIM. Pub. By C.A. Chunawalla( P.270-280)

4. 27/3/2016 1 Guiding principles for personality

Situational Analysis

1,3,5 & A,C,E

Brand Management of HIM. Pub. By C.A. Chunawalla( P.265-272)

Signature of Faculty Date:

NOTE: 1. Ensure that all topics specified in the course are mentioned 2. Additional topics covered, if any, may also be specified boldly

Page 12: Brand mgmt course bba 6

SCHEDULE OF INSTRUCTIONS

UNIT – IV

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

Sl. No.

Date No. of Periods

Topics / sub topics Objectives & outcome

no.

References (Text book, journals …)

Page no. … to ..1. 5/4/2016 2 Brand Loyalty

Market Research Importance of studying MR Reasons for brand failure

1,4,,6, 7, 8 & A,D,F,G

Brand Mgmt. of excel pub. By Harsh Verma( P.140-166)

2. 7/4/2016 1 Concept of Brand Loyalty Significance of equity

1,4,,6, 7, 8 & A,D,F,G

Brand Mgmt. of excel pub. By Harsh Verma( P.130-167)

3 17/4/2016 2 Meaning if tactics Differentiate b/w tactics and

strategies How to preserve brand

equity

1,4,,6, 7,&

A,D,F,G

Brand Mgmt. of excel pub. By Harsh Verma( P.178-220)

4 27/4/2016 2 Brand Ability & Brand Idea Concept Generation of Idea Brand Value Creation

1,4,,6, 7, 8 & A,D,F,G

Brand Mgmt. of excel pub. By Harsh Verma( P.270-337)

Signature of Faculty

Date:NOTE: 1. Ensure that all topics specified in the course are mentioned

3. Additional topics covered, if any, may also be specified boldly

Page 13: Brand mgmt course bba 6

SCHEDULE OF INSTRUCTIONS

UNIT –V

Year: 2016-2016

Semester: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

Sl. No.

Date No. of Periods

Topics / sub topics Objectives &

outcome no.

References (Text book, journals …)

Page no. … to ..

1. 03/5/2016 1 Brand Promotion Strategies Meaning of Corporate

Brand Impact of studying

corporate brand

1,3,4,7,9 & A,C,D,G,

Brand Management of Oxford pub. By KirtiDutta ( P.253-260)

2. 8/5/2016 1 Media Strategies Concept of Budget Development of budget for

Brand Promotion

1,3,4,7,9,10 & A,C,D,G,H,I

Brand Management of HIM. Pub. By C.A. Chunawalla ( P.260-265)

3. 9/5/2016 1 How brands help in brand establishment

Tips for overcome brand failure

1,3,4,7,9,10 & A,C,D,G,

Brand Management of HIM. Pub. By C.A. Chunawalla ( P.265-272)

4. 16/5/2016 1 Globalization of Brand Meaning of Globalization How brands become

globalize

1,3,4,7,9,10 & A,C,D,G,H,I

Brand Mgmt. of excel pub. By Harsh Verma ( P.272-281, 300-302)

5. 20/5/2016 1 Study of brand Extension to develop the brand globalize

1,3,4,7,9,10 & A,C,D,G,H,I

Brand Mgmt. of excel pub. By Harsh Verma ( P 304-349)

Signature of Faculty Date:

NOTE: 1. Ensure that all topics specified in the course are mentioned3. Additional topics covered, if any, may also be specified boldly

Page 14: Brand mgmt course bba 6

TUTORIAL SHEET - IYear: 2016-2016

Sem: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

This tutorial corresponds to Unit No. 1 Date:

Time:

Q1.

Q2.

Q3.

Q4.

Q5.

Q 6.

Signature of Director of Institute Signature of facultyDate:

Page 15: Brand mgmt course bba 6

TUTORIAL SHEET - IIYear: 2016-2016

Sem: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

This tutorial corresponds to Unit No. 2 Date:

Time:

Q1.

Q2.

Q3.

Q4.

Q5.

Q6.

Signature of Director of Institute Signature of facultyDate: Date:

Page 16: Brand mgmt course bba 6

TUTORIAL SHEET - IIIYear: 2016-2016

Sem: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

This tutorial corresponds to Unit No. 3 Date:

Time:

Q1.

Q2.

Q3

Q4.

Q5.

Signature of Director of Institute Signature of facultyDate: Date:

Page 17: Brand mgmt course bba 6

TUTORIAL SHEET - IVYear: 2016-2016

Sem: VI

Name of the faculty: Jitendra Singh

Branch: Subject Code: -BBA-602 Title of Subject: Brand Management

This tutorial corresponds to Unit No. 4 Date:

Time:Q1.

Q2.

Q3.

Q4.

Q5.

.

Signature of Director of Institute Signature of facultyDate: Date:

Page 18: Brand mgmt course bba 6

TUTORIAL SHEET - VYear: 2016-2016

Sem: VI

Name of the faculty: JItendra Singh

Branch: Subject Code: - BBA-602 Title of Subject: Brand Management

This tutorial corresponds to Unit No. 5 Date:

Time:

Q1.

Q2.

Q3.

Q4.

Q5.

Please write the questions / problems / Exercises which you would like to give to the students and also mention the objectives to which these questions/problems are related.

Signature of Director of Institute Signature of facultyDate: Date:

Page 19: Brand mgmt course bba 6