Course Outline MARK 491: Brand Management PDF

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John Molson School of Business CONCORDIA UNIVERSITY

Course Outline Brand Management

General Information Course Title: Brand Management Course Number: MARK 491 C Course Credits: 3 (undergraduate students)

Instructor Taro Abarbanel-Uemura, BCOMM, MBA, Instructor, Marketing [email protected]

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1. GENERAL INFORMATION Course title Brand Management Course number Mark 491 Credits 3 credits Semester Winter 2021 Class date and time Thursday, 11:45am – 2:30pm Class location Online via Zoom Instructor Taro Abarbanel-Uemura, BCOM, MBA, Department of Marketing John Molson School of Business, Concordia University Office SGW MB 13.287 Email [email protected] Office hours By appointment

2. COURSE DESCRIPTION This course examines strategies to build, measure, and manage brand equity. The course familiarizes students with brand management terminology and concepts, and investigates topics such as brand positioning, consumer-based brand equity, brand equity creation through brand elements, marketing, and communications programs, the measurement of brand equity and brand performance, and the management and growth of brand equity over time. The course requires the application of quantitative methods in the assessment of brand equity and brand performance. Prerequisites: COMM223 or COMM224 or MARK201

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3. GOALS AND OBJECTIVES In line with the John Molson School of Business undergraduate learning and assessment goals, course goals and objectives are as follows: Goals

Objectives

1. Students will apply core branding concepts appropriately.

1.1: Identify appropriate discipline concepts necessary for understanding and addressing strategic brand management problems 1.2: Apply discipline concepts appropriate to analyze strategic brand management problems 1.3: Respond to and address strategic brand management problems using appropriate concepts

2.

Students will analyze brand management 2.1: Identify and summarize the issue situations and demonstrate critical and analytical thinking to solve problems and make 2.2: Having identified and summarized the issue, provide a thorough analysis which clarifies the decisions. issue and facilitates decision making 2.2.1: Provide thorough analysis 2.2.2: Use quantitative and qualitative analyses as relevant 2.3: Based on the analysis, provide a reasoned decision or set of decision choices which are supported by the analysis 2.3.1: Develop clear and mutually exclusive alternatives 2.3.2: State clear detailed recommendations and implications which relate directly back to issue and context 2.3.3: Detail logic in analyzing issue and developing recommendations for decision

3.

Students will communicate effectively, both 3.1: Produce high-quality business documents orally and in writing. 3.2: Deliver a high-quality business presentation accompanied by appropriate technology

4. Students will work effectively in teams.

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4.2: Conceptual contributions 4.3: Practical contributions 4.4: Work ethic

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4. SCHEDULE Week

Chapters Readings

Date

Topic

1

Jan 14

2

Jan 21

3

Jan 28

4 5

Feb 4 Feb 11

6

Feb 18

7 8 9 10 11

Feb 25 Mar 4 Mar 11 Mar 18 Mar 25 Apr 1

12 13

Apr 8 Apr 15

Introduction Brands and Brand Management How Global Brands Create Value Customer Propositions for Global Brands Marketing Mix Decisions Global Brand Building in the Digital Age Organizational Structures for Global Brands Mid-term exam Mid-term break (no class) Global Brand Management Corporate Social Responsibility Global Brand Equity Global Brands and Shareholder Value The Future of Global Brands Brand audit presentations

Deadlines

Chapter 2 Chapter 3

Form Teams

Chapter 4 Chapter 5 Chapter 6

Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11

Apr 22

Brand audit report & presentation due Complete Peer Eval Take-home Individual Assignment due

Notes: In the event of extraordinary circumstances beyond the University's control, the content and/or evaluation scheme in this course may be subject to change. Other important dates and deadlines  Team selection: Teams of four (4) members are formed voluntarily by students by the third class in the term on January 28. Teams collaborate on presentations and written assignments. See Moodle Announcements for instructions on submitting your team’s information.  Mid-term Exam: February 25  Mid-term Break: March 4 (no class)  Deadline for withdrawal with tuition refund: January 26  Last day for academic withdrawal (DISC): March 29  Take-home individual assignment will be assigned: April 16  No Final Exam

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5. COURSE MATERIALS Steenkamp, J.-B. (2017). Global Brand Strategy: World-wise Marketing in the Age of Branding. 1st Edition. Palgrave MacMillan. ISBN-10: 1349949930, I SBN1 3 :9 7 8 1 34 9 9 49 9 3 9. 6. GRADING Grading Components The final mark for this course is determined by students' performance with regard to the following evaluation components: Class Participation 10% Mid-term Exam 30% Brand Audit 20% Brand Audit Presentation 10% Take-home Individual Assignment 30% Total 100% Class Participation (10%) Students should be prepared to discuss the readings and assignments for a particular class session as well as all material covered in class up to that point in the semester. Class participation is evaluated based on a continuous assessment throughout the semester. Grading: The class participation grade is based on the following components:  Class Attendance and undivided attention paid to lectures and class presentations  The quantity and quality of contributions to in-class discussion via the Zoom chat or audio.  The quantity and quality of questions and answers on the Student Q&A Forum  The completion and quality of responses for various in-class exercises  The quantity and quality of questions and feedback provided to teams presenting their brand audit Mid-term Exam (30%) Consistent with the course objectives, the mid-term exam assesses students’ knowledge and understanding of brand management terminology and concepts, familiarity with strategic issues in brand management, and ability to apply branding concepts to traditional and non-traditional, forprofit or not-for-profit, corporate and product brands. The mid-term exam is scheduled on February 25 (week 7) and covers all assigned chapters as well as class activities, additional readings or discussions which were included in the first six (6) weeks of the term. The exam format can consist of multiple choice, fill-in-blank, short answer and short essay questions. Brand Audit Report (20%) This assignment focuses on the application and integration of course concepts to develop a Prof. Abarbanel-Uemura

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comprehensive assessment of an existing brand’s equity and performance, as well as recommendations to enhance the latter. This assignment is also designed to assess students’ written communication skills. The brand audit written report is due at the end of the semester. The brand audit document is due prior to the beginning of class on April 15 and is to be submitted via the dedicated assignment link on Moodle. Late assignment submissions will not be accepted and subjected to a failing grade (F) . The brand audit document should be structured as follows:  Title page (name of the brand, team member’s names and ID numbers)  Table of contents  Brand audit o Background  History  Ownership o Brand inventory: The brand inventory is a concise, yet complete description of the following components and a critical evaluation of their ability to contribute to brand equity  brand elements  brand name  logo  slogan  character(s) & archetypes  packaging  brand positioning statement  product portfolio  pricing  distribution  communications  promotions  advertising  interactive and mobile  brand ambassadors  event marketing and sponsorship  philanthropy and other social responsibility initiatives o Brand exploratory  Consumer knowledge  Mental map: Development of a brand concept map  Brand resonance pyramid  Competitive analysis (SWOT)  identification of competing brands  strengths  weaknesses  opportunities  threats o Strategic (re)branding and or (re)positioning recommendations o Tactical recommendations Prof. Abarbanel-Uemura

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 

APA references Appendices o Figures o Tables o Additional supporting documents

The brand audit must be double-spaced, written using 12-point font, and no longer than 15 pages excluding front and end matter (title page, table of contents, list of works cited/consulted, and any figures, tables, or supporting material in appendices). Other than the aforementioned formatting guidelines, teams have creative freedom and are encouraged to format to impress. Brand Audit Presentation (10%) Consistent with the course objectives, the brand audit presentation is designed to assess students’ oral communication and teamwork skills. In addition to the insights gained by the presenting group members, the other students also benefit from these presentations by learning about different ways of applying strategic brand management concepts and by evaluating proposed strategies. The brand audit presentations will be held on April 15 during class. Each team will present their brand audit report. Presentations should be between 15 minutes in length, followed by a 5-min question & answer period, and supported by a slide deck (PowerPoint, Google Slides, Prezi, etc). The presentation slides are to be submitted in .pdf format via a dedicated assignment link on Moodle prior to the start of class. Late submissions will not be accepted. Take-home Individual Assignment (30%) Students will be assigned a brand management case on Moodle. As brand managers, students will be required to develop an integrated marketing communications campaign by proposing tactical marketing recommendations and providing samples thereof to enact a new brand strategy and desired brand position. The take-home individual assignment response must be double-spaced and should not exceed 6 pages in length, excluding front and end matter. Specific formatting and content guidelines will be made available along with the case information on Moodle as of April 16 th. The take-home individual assignment is due on April 22 and is to be submitted via the dedicated assignment link on Moodle. Consistent with the course objectives, the take-home final exam will assess students’ knowledge and understanding of branding terminology and concepts, familiarity with strategic issues in brand management, and ability to apply strategic brand management concepts to traditional and nontraditional, for-profit or not-for-profit, corporate and product brands. This take-home individual assignment covers all assigned chapters, as well as class activities, additional readings or discussions which were included throughout the term, with greater weight on the last seven (7) weeks of the term.

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Peer Evaluation & Contribution to Groupwork Team members are expected to contribute equally to all groupwork. Students who fail to cooperate and contribute equally and within reason to groupwork will be penalized. Team members must complete the peer evaluation form during the last week of class. Failure to do so by the specified deadline will result in a one (1.0) point grade deduction on the course overall and adversely affect student’s participation grade.

Grading Scale The objective of this course is to broaden students’ knowledge and skills in the area of branding. Working through the assignments will enable students to develop a better understanding of this field. Feedback will be provided throughout the course. At the end of each course, the instructor will submit a letter grade for every student registered. Using the grade point equivalents listed below, Grade Point Averages (GPA) are calculated for the evaluation of academic achievement, Honours standing, prizes, and academic standing. Gr a d e Gr a d ePoi n t s A 4 . 3 0 A 4 . 0 0 Ou t s t a n d i n g + A 3 . 7 0 3 . 3 0 B B 3 . 0 0 Ve r yGo o d + B 2 . 7 0 C 2 . 3 0 C 2 . 0 0 Sa t i s f a c t o r y + C 1 . 7 0 D 1 . 3 0 D 1 . 0 0 Ma r g i n a lPa s s + D 0 . 7 0 Poo r/ Fa 0 i l u r e F , FNS The equivalent letter and number grades for assignments and exams in this course are as follows: A+ 90% – 100% A 85% – 89% A80% – 84% B+ 77% – 79% B 73% – 76% B70% – 72% C+ 67% – 69% C 63% – 66% Prof. Abarbanel-Uemura

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CD+ D DF

60% – 57% – 53% – 50% – 0% –

62% 59% 56% 52% (Note that a D- is minimum requirement to pass this course) 49%

Grading Criteria A category: Outstanding – Meets professional standards: Superior application of branding concepts and principles outlined in the classroom and in readings. An absence of grammatical, spelling, punctuation, or typographical errors. B category: Very good – Approaches professional standards: Effective application of branding concepts and principles. A minimum of grammatical, spelling, punctuation, or typographical errors. C Category: Satisfactory – but does not yet approach professional standards: Some application of branding concepts and principles. A moderate number of grammatical, spelling, punctuation, or typographical errors. D Category: Marginal pass – Work that barely meets minimum requirements: Inconsistent application of branding concepts and principles. Frequent grammatical, spelling, punctuation, or typographical errors. F Category: Unsatisfactory: Work does not meet minimum requirements. Little or no sign of awareness of branding principles and concepts. Frequent and serious grammatical, spelling, punctuation, or typographical errors that distort meaning. Evident carelessness, or failure to complete assignments according to directions. In the event that the University is unable to provide services or that courses are interrupted due to events beyond the reasonable control of the University, including classroom disruptions, the University reserves the right to modify any element contained in the course outline including but not limited to the grading scheme and the weight accorded to exams or assignments. 7. ETHICAL BEHAVIOUR Plagiarism The most common offense under the Academic Code of Conduct is plagiarism, which the Code defines as “the presentation of the work of another person as one’s own or without proper acknowledgement.” This includes material copied word for word from books, journals, Internet sites, professor’s course notes, etc. It refers to material that is paraphrased but closely resembles the original source. It also includes for example the work of a fellow student, an answer on a quiz, data for a lab report, a paper or assignment completed by another student. It might be a paper purchased from any source. Plagiarism does not refer to words alone –it can refer to copying images, graphs, tables and ideas. “Presentation” is not limited to written work. It includes oral presentations, computer assignment and artistic works. Finally, if you translate the work of another person into any other language and do not cite the source, this is also plagiarism. Prof. Abarbanel-Uemura

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Beware of plagiarism. In Simple Words: Do not copy, paraphrase or translate anything from anywhere without saying where you obtained it! Refer to Article 17.10.3 – Academic Code of Conduct. Work submitted with doubtful or inadequate references may be returned unmarked by the instructor to the student and submitted to the Academic Fraud Committee for review. All students enrolled at Concordia are expected to familiarize themselves with the contents of this Code. Students are strongly encouraged to visit the following site which provides useful information about proper academic conduct: https://www.concordia.ca/students/academic-integrity.html (Source: The Academic Integrity Website: concordia.ca/students/academic-integrity) 8. ADDITIONAL GUIDELINES Language Proficiency The language of communication in class is English. Students have the right to write exam answers and assignments in French. Regardless of whether exams and assignments are submitted in English or French, they are expected to be free of typos and grammatical errors and meet business communication standards. Missed Exams and Late Assignments  Assignments are due prior to the beginning of class on the dates specified.  Unless otherwise specified (i.e., late assignments are not accepted), the penalty for late assignments is one 10% per day that it is late up to a maximum of 3 days after which point, a zero grade will be attributed.  Student must provide valid documentation for medical reasons, court obligations, or athletic team commitments prior to an assignments deadline to be eligible for an assignment extension.  Under no circumstances will extensions be granted for groupwork.  Students cannot drop an exam mark or take a make-up exam unless they provide valid documentation of medical reasons, court obligations, or athletic team commitments prior to the start of a missed exam. Professional Standards It is expected that in-class behavior complies with professional standards. Students are expected to sign in to class on time, make contributions, and be respectful in their interactions with the instructor and other students. Class attendance requires students to be prepared to pay attention and engage in active learning. Religious Holidays Please advise the instructor by e-mail and by January 21 at the latest if you will be taking religious holidays on class days.

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Student Services The following support services and information sources are available to Concordia students:  Counseling and Psychological Services: concordia.ca/students/counselling-life-skills  Concordia Library Citation and Style Guides: library.concordia.ca/help/howto/citations  Student Success Centre: concordia.ca/students/success  Health Services: concordia.ca/students/health  Financial Aid and Awards: concordia.ca/offices/faao  HOJO (Off Campus Housing and Job Bank): csu.qc.ca/hojo  Academic Integrity: concordia.ca/students/academic-integrity  Access Centre for Students with Disabilities: concordia.ca/offices/acsd  CSU Advocacy Centre: csu.qc.ca/advocacy  Dean of Students Office: concordia.ca/offices/dean-students  International Students Office: concordia.ca/students/international  Student Hub: concordia.ca/students  Code of Rights and Responsibilities: rights.concordia.ca

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