《品牌管理》课程大纲英文

1、MKTG 4550R p. Branding Management Course OutlineCourse Name：Branding Management Course Code：Course Credit：2.0 Total Course Hours：32 Theoretical Hours：32 Experimental Hours：0 Computer Hours：0 Practical Hours：0There are 0 experimental (computer) projects in total, including 0 compulsory and 0 elective

2、 Course Units: School of Business, Jiangnan University Applicable Major: International business class1. Nature and Purpose of the CourseBranding Management is an applied interdisciplinary subject based on business administration and modern management theory. This paper mainly studies the brand opera

3、tion and management activities and their regularity centered on meeting the needs of consumers.Branding management is a marginal science that studies the essential elements of a brand and the basic laws of its movement. It is a discipline formed by the intersection of many disciplines such as Market

4、ing, Management, Advertising, Psychology, Communication, Leadership, etc. It is a methodology discipline, which focuses on the basic principles of brand forging, dissemination and operation, providing methodology tools for brand building in various industries. It is an applied science, which comes f

5、rom commercial practice, focuses on practice and application, and draws inspiration from practice, which in turn provides theoretical basis for effective brand management.This course is based on the analysis of brand essence, brand strategic planning, brand positioning and design, brand integration

6、and communication, and brand asset maintenance to enable students to understand the elements and processes of brand management.This course is intended to introduce students to establish brand awareness and clarify the practical significance of brand management-enable enterprises to stand out from ma

7、ny competing products and services and keep loyal customers. Systematically grasp the basic theories and methods of brand management, and improve the ability to correctly analyze and solve practical problems in brand operation and management. (1) Through the teaching of this course, students can est

8、ablish brand management awareness, establish marketing concepts, and master the basic theories and methods of brand management comprehensively and systematically. (2) Through the teaching of this course, students ability to solve problems, analyze problems and apply to society can be improved. Culti

9、vate and improve the ability to correctly analyze and solve brand operation and management problems, so that students can better adapt to the needs of marketing management practice. (3) Through the teaching of this course, students knowledge application ability, decision-making ability and innovatio

10、n ability can be cultivated to effectively meet the new problems and challenges in the social and economic development in the 21st century.2. Course training objectives2.1 Morality EducationBy learning marketing theory through the course, students can have a comprehensive understanding of marketing

11、strategy, marketing measures, marketing management and other relevant knowledge. Through the explanation of the development of marketing philosophy and the evolution of marketing mix, students can understand how the predecessors think in the development of marketing, how to overcome the obstacles an

12、d keep innovating, so as to help students establish a scientific way of thinking and the spirit to face the challenges in work. From the perspective of innovation driven development of domestic brands and national enterprises in China, the course of marketing takes the important theoretical achievem

13、ents of marketing as the carrier, integrates the education of socialist core values into the teaching content and all links of the whole teaching process, highlights value guidance, knowledge teaching and ability training, helps students to correctly understand the historical laws of market developm

14、ent and accurately Grasp the basic national conditions, grasp scientific world outlook and methodology, and promote the establishment of correct world outlook and values.2.2 Course objectivesThe specific objectives of this course are:Students of this major are required to master the basic theories a

15、nd knowledge of management, economics, marketing, organizational behavior and innovation and entrepreneurship management; master the qualitative and quantitative analysis methods of market data and relevant management skills; have strong practical application, operation ability and basic ability to

16、analyze and solve management problems; be familiar with relevant policies and policies at home and abroad laws, regulations and practices; understand the theoretical frontier and development trends of the discipline, so as to adapt to the innovative and international requirements of the new internat

17、ional and domestic environment for organizational management talents.Through the study of this course, students should have the following qualities, skills, knowledge and abilities:Course objective 1: synthesize knowledge ability (Corresponding to Chapter 1, support graduation requirement index poin

18、t 2.1)Course objective 2: analyze problems ability (Corresponding to chapter 4-5, support graduation requirement index point 2.2)Course objective 3: decision-making and judgment ability: (Corresponding to chapter 2-3, support graduation requirement index point 2.3)Course objective 4: professional co

19、mpetence ability (Corresponding to chapter 2-3, 6-7, supporting graduation requirement index point 2.5)Course objective 5: practical operation ability (Corresponding to chapter 6-7, support graduation requirement index point 2.6)Course objective 6: tools application ability (Corresponding to chapter

20、 4-7, support graduation requirement index point 2.7)2.3 The support of course objectives to graduation requirementsThe graduation requirements supported by the teaching objectives of this course are mainly reflected in the graduation requirements index points 2.1, 2.2, 2.3, 2.5, 2.6 and 2.7, as fol

21、lows:Table1. The support of curriculum objectives to graduation requirementsCourse ObjectivesGraduation RequirementsIndex points and contents to support graduation requirementsCourses ContentSupport StrengthIndex PointsGraduation requirements index point content1synthesize knowledge abilityIndex Poi

22、nts 2.1Be able to use mathematics, management and professional knowledge to deal with organizational management problems.Chapter 1M2analyze problems abilityIndex Points 2.2Master the basic knowledge and theory of the companys operation, and be able to find and analyze the shortcomings and problems i

23、n the operation and management of the enterprise from the perspective of management.Chapter 4 and 5H3decision-making and judgment abilityIndex Points2.3Master the basic theory and method of decision-making and judgment, and make auxiliary decision-making and judgment in combination with production a

24、nd operation management, marketing, human resource management and financial management.Chapter 2 and 3H2professional competence abilityIndex Points 2.5Master the basic knowledge of marketing, organization management, economic law and related industries, be able to conduct market analysis, investigat

25、ion and data processing, and be familiar with the basic theories and methods of organization management, marketing, innovation and entrepreneurship.Chapter 2, 3, 8 and 9Hpractical operation abilityIndex Points2.6Master the basic practical ability of business management courses, and be proficient in

26、the operation of related businesses; master the practical ability of each management professional post, and be able to complete the business management design and operation of the system for the economic business of private enterprises and international manufacturing enterprises in southern Jiangsu.

27、Chapter 8,9M3tools application abilityIndex Points 2.7Master the analysis tools and operating systems of business administration, and design and apply them in combination with specific tasks and projects。Chapter 7M3. Basic content of course teachingTopics, readings, and other preparations for every

28、class are listed below.Note: If any changes in this schedule become necessary, notifications will be posted on the course.(1)Introduction & the Consumer Decision Journey (2)Strategy & Brand PurposeRead:“What is Strategy?”, Harvard Business Review OnPoint, Nov-Dec 1996, pp. 1-21 (Library eResources)

29、“Focusing Marketing Strategy with Segmentation and Positioning“ Basic Marketing: A Marketing Strategy Planning Approach, Perrault, D. William, et al, pp 86-115 (3、4)Brand Identity & Positioning, Role of the Brand ManagerRead:“ Brand Identity The Cornerstone of Brand Strategy” from Brand Leadership,

30、Aaker&Joachimsthaler,pp.33-63“Brand Positioning” fromStrategic Brand Management, Kelvin, Lane, Keller, pp. 97 138“Three Questions You Need to Ask About Your Brand”, Keller, Kevin Lane et. al., Harvard Business Review, Sept 2002.(Library eResources)An application of DaVid A. Aakers brand identity pla

31、nning model (5)Developing Consumer InsightsRead:“Branding in the Digital Age: Youre Spending Your Money in All the Wrong Places”, Harvard Business Review, December 2010, Volume 88, Issue 12, p 62-69 (Library eResources)“How Companies Learn Your Secrets”, Duhigg, New York Times Magazine, Feb 2, 2012

32、(6、7)Consumer ResearchRead:“Market Research”, Dolan, Harvard Business Review Publishing, 9-592-034“Better Customer Insight in Real Time”,Harvard Business Review, September 2012, Volume 90, Issue 9, p 102-108, (Library eResources)Case Preparation:Montreux Chocolate USA: Are Americans Ready for Health

33、y Dark Chocolate? HBS 9-914-501 Personal Brand Management（Self learning content）Read:“Its Up To You And You Alone” + “When Was The Last Time You Asked: What Do I Want To Be?” Peters, Tom, Chapters 1, 1A,Reinventing Work, The Brand You 50, pp. 12-20. Assignment Due:Category Business Review (8、9)Marke

34、t Planning & AnalysisRead:“Marketing Planning” from Developing Business Strategies, Aaker, Chapter 2 “Revitalize Your Business: A Brand Reinvention Framework”, Canada & Chen, Rotman Magazine, Sept. 2011“Marketing Analysis Toolkit: Breakeven Analysis”, Steenburgh& Avery, HBS 9-510-080Assignment Due:P

35、ersonal Brand (10、11)Advertising StrategyRead:“How to Write and Effective Creative Brief”, Beloved Brands, Robertson, May 2012The Secret to Marketing Success on Facebook”, Boyd, Fast Company, June 11, 2012Writing an effective design brief_ Awesome examples and a free template to get you started Lear

36、nQuiz:Marketing Analysis Mandatory Attendance (12)Paid MediaRead:“Advertising Analytics 2.0”, Harvard Business Review, March 2013, Volume 91, Issue 3, p 60-68CASE:Product Team Cialis: Getting Ready For Market HBS-9-505-038, (Library eResources (13)Unpaid MediaRead:“Adding Social Media to the Marketi

37、ng Mix”, Armelini& Villanueva, IESE-Insight Magazine, June 15, 2011“Does Social Media Work?”, Bradbury, Backbone Magazine, Sep 2011Case Preparation:The Pepsi Refresh Project: A Thirst for Change, HBS 9-512-018 (14)Promotion Strategy & The Sales TeamRead:“A Strategic Perspective on Sales Promotion”,

38、MIT Sloan Management Review, Summer 2007, Volume 48, No 4,(Library eResources)Case Preparation:C-P Canada: Fighting for a Share of the Toothpaste Market (15)Corporate Social Responsibility/ Bringing It All TogetherRead:“Corporate Social Initiatives Six Options for Doing Good”, Michael Taylor; Chandr

39、a SekharRamasastry , Ivey Publishing W14625 Assignment Due: Brand Strategic Marketing Plan4. Class hour distribution tableTable 2. Class hour distribution tableCourse ContentIdeological and political integrationteaching hoursExperimental hoursPractical hoursComputer hoursSelf-study hoursProblem setD

40、iscussion hours1、Introduction & the Consumer Decision Journey.251.752、Strategy & Brand Purpose23、Brand Identity & Positioning, Role of the Brand Manager.253.754、Developing Consumer Insights25、Consumer Research46、Personal Brand Management（Self learning content）07、Managing Brand Profits28、Market Plann

41、ing & Analysis49、Advertising Strategy4Paid Media2Unpaid Media2Promotion Strategy & The Sales Team2Corporate Social Responsibility/ Bringing It All Together2Total0.531.5Total325. Experimental (computer) projectThere is no experimental (computer) link.6. Teaching methodsThis course is mainly taught by

42、 teachers in class, once a week (2 class hours), a total of 16 weeks, 32 class hours. It includes class discussion, real-time Q & A, group report, etc., supplemented by students self-study and homework for the specified chapters. In the teaching process, blackboard writing and multimedia teaching ar

43、e fully used to improve the teaching effect. The interaction between teachers and students is strengthened through the introduction of case and problem discussion, and heuristic teaching is emphasized to stimulate students to actively participate in class discussion and thinking.7. Course assessment

44、 and performance evaluationAssessment Method: Elective CoursesExamination Form：Open-book TestEvaluation Method: Five Level SystemTable 3. Course assessment content and assessment form Course objectives (index points)Assessment contentAssessment form and proportion (%)performanceClassroom questionsJo

45、b evaluationNormal testExperiment reportCourse reportCourse papermid-term examFinal examTotal ratio()Course objective 1 (indicator 2.1)Consumer decision making process23Course objective 1(index 2.2)Consumer insight and brand planningConsumer research; issues and brand solutions201025Course objective

46、 1(indicator 2.3) Brand strategy analysis210Course objective 2(index 2.5) Brand top-level design: brand system model;Brand marketing: 4Ps guided by brand strategyBrand communication and promotion strategy22740Course objective 1(indicator 2.6) Brand marketing scheme design (case study)Brand communica

47、tion and promotion strategy (case study)210Course objective 3(index 2.7) Brand marketing scheme design:Brand communication and promotion strategy21035Total103060100Table 4. supporting course objectivesCourse objectivesGraduation requirementsIndex points and contents to support graduation requirement

48、s Courses contentSupport strengthIndex pointGraduation requirements index point content1synthesize knowledge abilityIndex Points 2.1Be able to use mathematics, management and professional knowledge to deal with organizational management problems.Chapter 1M2analyze problems abilityIndex Points 2.2Mas

49、ter the basic knowledge and theory of the companys operation, and be able to find and analyze the shortcomings and problems in the operation and management of the enterprise from the perspective of management.Chapter 4 and 5H3decision-making and judgment abilityIndex Points2.3Master the basic theory

50、 and method of decision-making and judgment, and make auxiliary decision-making and judgment in combination with production and operation management, marketing, human resource management and financial management.Chapter 2 and 3H2professional competence abilityIndex Points 2.5Master the basic knowledge of marketing, organization management, economic law and related industries, be able to conduct market analysis, investigation and data processing, and be familiar with the basic theories and methods of organization management, mark