BANGLADESH UNIVERSITY

SCHOOL OF BUSINESS, BBA PROGRAM, FALL-2016

MKT- 4103: BRAND MANAGEMENT
Course Instructor: Shawkat Tanveer Rahman (STR)
Class Hour: Monday, 3:30 6:30 (PM), Email: rahman.shawkat@yahoo.com
Course Description
Brands are among the most valuable corporate assets. This course is about how
brands are viewed, built, managed, and measured to ensure firms superiority and
sustainability in profits. To explore such issues, this course provides relevant and up
to-date theories, concepts, techniques, and models in branding. The course will
interweave lectures, exercises, guest speakers, case discussions, and a brand audit
group project.
Learning Objectives
This course is designed for students who are looking for an in-depth understanding
of the development and management of brands. It traces and highlights the
intricacies involved in balancing both brand and company strategic objectives.
Students will be introduced to the meanings of new brands, why some new brands
fail and others succeed, and the problems faced by marketers during the various
stages of the development process. Finally, concepts and theories on branding, such
as the naming of new brands, brand awareness, brand personality, brand loyalty, and
how to build brand equity, will be discussed.
Nature of the Class
The class meets on Monday 3:30 - 6:30 p.m. Classes may involve lectures, videos,
small group exercises, and discussions. Case analyses and student presentations
are an important part of the course. Students are expected to attend class,
participate and contribute to discussions, and keep up with current issues in
branding and marketing strategy.

Overview of Assessments
Class Attendance
Assignment/Presentation
Mid-term Exam
Final Exam

10%
10%
30%
50%

Recommended Texts
Core Text Book: Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic
brand management: Building, measuring, and managing brand equity. Pearson
Education India.
Further Reading: Kapferer, J. (2008). The new strategic brand management.
London: Kogan Page.
Syllabus
Chapter 01: Brands and Brand Management
Chapter 02: Customer-Based Brand Equity and Brand Positioning
Chapter 03: Brand Resonance and the Brand Value Chain
Chapter 04: Choosing Brand Elements to Build Brand Equity
Chapter 05: Designing Marketing Programs to Build Brand Equity
Chapter 06: Integrating Marketing Communications to Build Brand Equity
Chapter 07: Developing a Brand Equity Measurement and Management System
Chapter 08: Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Chapter 09: Introducing and Naming New Products and Brand Extensions
Chapter 10: Managing Brands Over Time