Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
Course Title: Course Code: Faculty: Designation: Course Duration ( in Hours): Semester: Academic Year: Week Date 1/1/2014 1 2/1/2014
11.00a.m. to 12.00a.m.

Strategic Brand Management 12MBAMM417 Mr. Prasad Kulkarni Assistant professor 56 fourth 2014-15 Topic Objective of Topic Teaching Methodology

Time
4.00p.m. to 5.00p.m.

Introduction to branding

To know the fundamentals of branding To understand various branding challangesfaced by organization To understand branding opportunities To learn basics of brand equity To assess the cost on building brand equity To discuss the impact of price on brand equity To analyze customer based brand equity

Facilitation

Branding challanges

Facilitation

3/1/2014

3.00p.m. to 4.00p.m.

Opportunities for branding

Facilitation

7/1/2014

12.15p.m. to 1.15p.m.

Brand equity

Facilitation

7/1/2014

2.00p.m. to 3.00p.m.

Cost based brand equity

Facilitation

8/1/2014

4.00p.m. to 5.00p.m.

Price based brand equity

Facilitation

9/1/2014

11.00a.m. to 12.00a.m.

CBBE

Facilitation

Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
10/1/2014
3.00p.m. to 4.00p.m.

Definition and criteria for choosing brand elemments Brand name decisions

To enumerate elements criterias.

brand

Facilitation

16/1/2014 3 17/1/2014

11.00a.m. to 12.00a.m.

To evaluate different strategies of brand naming To describe different brand elements. To understand product positioning strategies To understand communication usage in positioning the brand To understand the impact of competitors on positioning strategies To explain the utility of POPs and PODs To enumerate types and elememts of brand personality To enumerate types and elememts of brand personality

Facilitation

3.00p.m. to 4.00p.m.

Types of brand elements

Facilitation

21/1/2014

12.15p.m. to 1.15p.m.

Product positioning

Facilitation

21/1/2014

2.00p.m. to 3.00p.m.

Three Cs of product positioning

Facilitation

22/1/2014

4.00p.m. to 5.00p.m.

Competitive positioning

Facilitation

23/1/2014

11.00a.m. to 12.00a.m.

POPS and PODs

Facilitation

24/1/2014

3.00p.m. to 4.00p.m.

Brand personality

Facilitation

28/1/2014

12.15p.m. to 1.15p.m.

Brand personality

Facilitation

Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
28/1/2014
2.00p.m. to 3.00p.m.

Brand image

To disucsss the sources of brand image To highlight the role celebrity in brand communication To know the importance of brand knowledge for CBBE To know the importance of brand knowledge for CBBE To explore types of brand extension To evaluate brand extension strategies To assess the necessity of repositioning To understand the brand imitation types To highlight the first mover advantge To highlight imitation strategies of the company To
3

Facilitation

29/1/2014

4.00p.m. to 5.00p.m.

Brand image

Facilitation

30/1/2014

11.00a.m. to 12.00a.m.

Brand knowledge

Facilitation

31/1/2014

3.00p.m. to 4.00p.m.

Brand knowledge

Facilitation

4/2/2014

12.15p.m. to 1.15p.m.

Brand extension

Facilitation Facilitation

4/2/2014 6

2.00p.m. to 3.00p.m.

Brand extension

5/2/2014

4.00p.m. to 5.00p.m.

Brand repositioning

Facilitation

6/2/2014

11.00a.m. to 12.00a.m.

Brand imitation

Facilitation Facilitation

7/2/2014

3.00p.m. to 4.00p.m.

Brand imitation-ii

11/2/2014 11/2/2014

12.15p.m. to 1.15p.m.

Brand imitation-iii Global brands

Facilitation Facilitation

2.00p.m. to 3.00p.m.

understand

the

Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
geographic impact of the brand Global brand barriers To assess the barriers in global brands To highlight the importance of global brand To highlight the global brand pathways To analyze brand development of MOOV To analyze brand development of AMUL To show the corporate ways of building brand To analyze brand development of Colgate To analyze brand development of dettol To analyze brand development of Clinic Plus Facilitation

12/2/2014

4.00p.m. to 5.00p.m.

18/2/2014

12.15p.m. to 1.15p.m.

Global and organization branding

Facilitation

18/2/2014 8

2.00p.m. to 3.00p.m.

Pathways for global brand

Facilitation

19/2/2014

4.00p.m. to 5.00p.m.

Case study: Moov

Facilitation

20/2/2014

11.00a.m. to 12.00a.m.

Case study: AMUL

Facilitation

21/1/2014

3.00p.m. to 4.00p.m.

Workshop on brand building

Facilitation

25/2/2014

12.15p.m. to 1.15p.m.

Case study; colgate

Facilitation

25/2/2014

2.00p.m. to 3.00p.m.

Case study: Dettol

Facilitation

26/2/2014 28/2/2014

4.00p.m. to 5.00p.m.

Case study: Clinic plus Workshop on brand tracking

Facilitation Facilitation

3.00p.m. to 4.00p.m

Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
4/3/2014
12.15p.m. to 1.15p.m.

International Branding: Sony

To analyze brand development of Sony To analyze brand development of Bingo To analyze brand development of Himalaya To analyze development of Chyavanprash brand Dabur

Facilitation

4/3/2014

2.00p.m. to 3.00p.m.

Case study; Bingo

Facilitation

10

5/3/2014

4.00p.m. to 5.00p.m.

Case study: Hiamalya

Facilitation

6/3/2014

11.00a.m. to 12.00a.m.

Case study; Dabur chyavanprash

Facilitation

7/3/2014

3.00p.m. to 4.00p.m.

Case study; tata nano

To analyze brand development of Tata Nano To understand repositioning nedd for a brand To assess muscalnality and feminine characteristics of a brand To assess the methods used in branding a product in social media To assess the top brands and their strategies adopted
5

Facilitation

Facilitation

11/3/2014

12.15p.m. to 1.15p.m.

Brand repositioning

Facilitation

11/3/2014 11 12/3/2014

2.00p.m. to 3.00p.m.

Brand personality

Facilitation

4.00p.m. to 5.00p.m.

Branding in social space

Presentation

13/3/2014

11.00a.m. to 12.00a.m.

Interbrand assessment

Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
14/3/2014
3.00p.m. to 4.00p.m.

Interbrand assessment

To assess the top brands and their strategies adopted To assess the top brands and their strategies adopted To discuss the branding strategies of Maruti udyog limited To assess the brand extension strategies used by Glaxo pharma Assessing brand positioning strategies adopted by FMHG companies in India To evaluate modern trends in brandinfg To address the issues of students regarding the subject To address the issues of students regarding the subject
6

Presentation

Presentation

18/3/2014

12.15p.m. to 1.15p.m.

Interbrand assessment

12

18/3/2014

2.00p.m. to 3.00p.m.

Case study: Maruti Udoyg limited

Facilitation

19/3/2014

4.00p.m. to 5.00p.m.

Case study: Glaxo

Facilitation

25/3/2014

12.15p.m. to 1.15p.m.

Case study : FMHG

Facilitation

Trends in branding
25/3/2014 13
2.00p.m. to 3.00p.m.

revsion
26/3/2014
4.00p.m. to 5.00p.m.

Facilitation

Revision
27/3/2014
11.00a.m. to 12.00a.m.

Facilitation

Karnatak Law Society's

Gogte Institute of Technology of MBA GOGTE Department INSTITUTE OF TECHNOLOGY Udyambag, Belgaum-590 008, Karnataka Session Plan
revision
28/3/2014
3.00p.m. to 4.00p.m.

To address the issues of students regarding the subject To address the issues of students regarding the subject

Facilitation

revision
14 1/4/2014
12.15p.m. to 1.15p.m

Facilitation

Signature of the Faculty with Date

Signature of the HOD with Date