MRK561 - Brand Management
| Semester | |
| School | |
| Last revision date | 2024-01-29 01:18:34.929 |
| Last review date | 2024-04-01 00:15:07.639 |
Subject Title
Brand Management
Subject Description
As many businesses now recognize, one of the most valuable assets that a firm has is the brands that a firm has invested in and developed over time. This course builds the foundation for brand strategy and explores the concepts of brand equity, brand identity and brand personality. Students learn how to leverage the marketing mix to build a strong brand platform.
Credit Status
MRK561 is a credit subject for the 3-year Business Administration - Marketing Diploma program
Learning Outcomes
Upon successful completion of this subject the student will be able to:
1. Analyze the brand management process through case analysis and discussion.
2. Describe the role of the brand manager by examining brand managers in real companies.
3. Discuss the issues that may impact the successful execution of brand strategies.
4. Formulate effective strategies for building, leveraging and defending brands in a variety of real-life situations.
5. Evaluate the competitive environment and competitive attractiveness of new and existing brands
6. Evaluate the customer environment for new and existing brands
7. Evaluate the branding strategy of existing brands
8. Determine the most effective product strategies for a brand in a given situation.
9. Determine the most effective pricing strategy for new and existing brands in a given situation.
10. Evaluate and work with data that is typically available to brand and product managers.
11. Support ideas effectively and professionally in verbal and written communications.
Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).
Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.
Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.
Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.
Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.
Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.
By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.
Prerequisite(s)
MRK428.
Topic Outline
- Customer-Based Brand Equity
- Brand Positioning
- Choosing Brand Elements to Build Brand Equity
- Designing Marketing Programs to Build Brand Equity
- Leveraging Secondary Brand Associations to Build Brand Equity
- Building a Brand Equity Measurement & Management System
- Measuring Sources & Outcomes of Brand Equity
- Designing & Implementing Branding Strategies
- Introducing and Naming New Products and Brand Extensions
- Managing Brands Over Time
Mode of Instruction
A variety of instructional and learning modes may be used. These include, but are not limited to, case studies, independent study, class workshops, guest speakers, cooperative learning, team and independent assignments or projects.
Prescribed Texts
Strategic Brand Management. Fourth Edition. Kevin Lane Keller, 2013, Pearson Education. ISBN-10: 0132664259 | ISBN-13: 9780132664257
Seneca Libraries. Guide to Research and Citation: MLA Style. 4th ed. Toronto: Seneca College, 2011. Print
Reference Material
Your Professor will provide additional readings and case studies. These will be available on the course BlackBoard site. The course BlackBoard site will be an important source of information and must be accessed by students on a regular basis.
You are expected to read Strategy Magazine, Fast company, Marketing Magazine and the Business Section of the National Post, Toronto Star and/or Globe and Mail on a regular basis. You may access this material online, at the Seneca College Library, or by picking up one of the free newspapers on campus
Required Supplies
Assignments, Reports and Projects
All assignments and written reports must be submitted at the BEGINNING (first 5 minutes) of the class in which they are due. Any assignment or report that is submitted late will be given a grade of 0%.
Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon.
In-class Work:
In-class work may include a variety of activities including small group projects, presentations, and quizzes. NO MARKS will be given for in-class work missed regardless of the reason.
Student Responsibilities
As a marketing student, you are expected to behave in a professional and business-like manner. Evaluation methods and standards are designed to reflect demands experienced in the business world.
Each student is expected to read the assigned chapters prior to coming to class. Chapter readings are identified on the Detailed Topic Outline.
Each student can expect to be randomly asked questions about assigned readings during in class discussions.
All written work is to be submitted in a hard copy format unless other arrangements are made for submission. All work will be evaluated for its communication ability. Spelling and grammar errors weaken written work and contribute to a lower grade. All written assignments must be word processed and follow the prescribed format provided by your Professor.
Participation is critical for success in this course. Students are expected to discuss current events and issues in the context of the course material.
Attendance is an important component to successful completion of this subject. It is not realistic to expect that you will be able to successfully complete this subject with less than 90% attendance.
It is the student's responsibility to read this Subject Outline carefully and to ask questions to resolve problems so that the requirements and expectations are clearly understood. It is recommended that students keep this outline for future reference.
Student Progression and Promotion Policy
http://www.senecapolytechnic.ca/about/policies/student-progression-and-promotion-policy.html
Grading Policyhttp://www.senecapolytechnic.ca/about/policies/grading-policy.html
| A+ | 90% to 100% |
| A | 80% to 89% |
| B+ | 75% to 79% |
| B | 70% to 74% |
| C+ | 65% to 69% |
| C | 60% to 64% |
| D+ | 55% to 59% |
| D | 50% to 54% |
| F | 0% to 49% (Not a Pass) |
| OR | |
| EXC | Excellent |
| SAT | Satisfactory |
| UNSAT | Unsatisfactory |
For further information, see a copy of the Academic Policy, available online (http://www.senecapolytechnic.ca/about/policies/academics-and-student-services.html) or at Seneca's Registrar's Offices. (https://www.senecapolytechnic.ca/registrar.html).
Modes of Evaluation
|
Group: Cases x 2 (10% each) Assignment (Presentation) |
20% 25% |
|
Individual: Quizzes 4 x 10% Discussion Board 6 posts x 2.5% each |
40% 15% |
| Total | 100% |