Lesson Plan
Name of the Faculty :
Discipline : MBA
Semester : III Sem
Subject : Brand Mgt. (MBA/MM/212)
Lesson Plan Duration : (From July 2018 to Nov. 2018)
Work Load (Lecture / Practical) per week (In hours) : Lecture-04, Practicals-00
| Week | Theory | |
| Lecture Day | Topic
(Including Assignment Test) |
|
| 1 | 1st | Branding concepts: branding challenges and opportunities |
| 2nd | Strategic brand management process | |
| 3rd | Customer based brand equity | |
| 4th | Building a strong brand and its implications | |
| 2 | 1st | Identifying and establishing brand positioning |
| 2nd | Defining and establishing brand mantras | |
| 3rd | Internal branding; brand audits | |
| 4th | Brand personalities | |
| 3 | 1st | Assignment |
| 2nd | Test | |
| 3rd | Choosing brand elements to build brand equity | |
| 4th | Designing marketing programs to build brand equity | |
| 4 | 1st | Integrating marketing communication to build brand equity |
| 2nd | Information processing model of communication | |
| 3rd | Marketing communication options | |
| 4th | Assignment | |
| 5 | 1st | Test |
| 2nd | Leveraging secondary brand associations to build brand equity | |
| 3rd | Conceptualizing the leveraging process | |
| 4th | Country of origin, co-branding | |
| 6 | 1st | Licensing, celebrity endorsement |
| 2nd | Sporting, cultural and other events, | |
| 3rd | Third party sources | |
| 4th | Measuring sources of brand equity: | |
| 7 | 1st | Qualitative research techniques |
| 2nd | Quantitative research techniques | |
| 3rd | Assignment | |
| 4th | Test | |
| 8 | 1st | Designing and implementing branding strategies: |
| 2nd | Brand-product matrix, | |
| 3rd | Brand hierarchy; | |
| 4th | Introducing and naming new products and brand extensions | |
| 9 | 1st | Managing brands over time |
| 2nd | Managing brands over geographic boundaries and market segments | |
| 3rd | Assignment | |
| 4th | Test | |