Brand Adver MNGT 2015course Outline

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LAHORE SCHOOL OF ECONOMICS

(MKT 608)
Summer 2015
Course: Brand and Advertising Management
Instructor: Dr. Shehla Arifeen
[email protected]
Teaching Associate: Kanza Tahir
[email protected]

E-mail:
E-mail:

COURSE OBJECTIVE
Brand and Advertising Management relies on knowledge from many areas;
economics, statistics, market research, psychology, sociology, visual arts and
familiarity with advertising such as media advertising agencies. The objective of this
course is to prepare students from two perspectives:
1. That of a Brand Manager in a marketing role
2. That of the Account Executive in an advertising agency
An effort has been made to integrate the local advertising agencies and as far as
possible it is an applied approach.
TEACHING STRATEGY
The Syllabus has been designed keeping in mind the feedback received from
various advertising agencies and brand managers. Lectures will resolve around the
syllabi. This will be supplemented by presentations by local advertising agencies,
brand managers and presentations on local and international scene and analysis of
the different mediums of advertising and promotions. These sessions have been
built into the programme and must be considered a regular lecture on which the
instructor can test the students. Students will be expected to have an interactive
approach during these sessions.
RECOMMENDED TEST BOOK

Strategic Brand Management by Kevin Lane Keller. 3 rd/4th edition.


Integrated Advertising, Promotions and Marketing Communication by Clow
and Baack.
4th edition.

ASSESSMENT CRITERIA
Class Participation
Cases and assignment1
Group project
2
Quizzes
Mid-Term Exam
Final Exam

10%
10%
30%
10%
20%
20%

Details to be given on a weekly basis, for over the weekend tasks

unannounced

GROUP WORK
The strategy opted for this course is that group leaders will be selected. These
leaders will play the role of a CEO. They will be required to select a team of seven
individuals.
PROJECT REPORT, CASES and Assignments
Work will be carried out in groups.
1. Assignments to be announced in class.
2. Students will have to prepare a project report for a product, to be assigned by
the Instructor.
Class Schedule
Sessi
on

Topic

CHAPTER 1

Brands & Brand Management (Kevin Keller)

CHAPTER 2

Customer-Based Brand Equity (Kevin Keller)

CHAPTER 3

Brand Positioning (Kevin Keller)

CHAPTER 3

Brand Positioning (Kevin Keller)

14

CHAPTER 4
Choosing Brand Elements to Build Brand Equity (Kevin
Keller)
CHAPTER 11
Designing and Implementing Branding Strategies (Kevin
Keller)
CHAPTER 11
Designing and Implementing Branding Strategies (Kevin
Keller)
CHAPTER 12
Introducing and Naming New Products and Brand
Extensions (Kevin Keller)
CHAPTER 12
Introducing and Naming New Products and Brand
Extensions (Kevin Keller)
CHAPTER 5
Designing Marketing Programs to Build Brand Equity (Kevin
Keller)
CHAPTER 5
Designing Marketing Programs to Build Brand Equity (Kevin
Keller)
CHAPTER 6
Integrating Marketing Communications to Build Brand
Equity(Kevin Keller)
CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand
Equity (Kevin Keller)
MID-TERM EXAM on Brand

15

Chap.1: Integrated Marketing Communication ( Clow and Baack )

16

Chap.5: Promotions Opportunity Analysis ( Clow and Baack )

6
7
8
9
10
11
12
13

17

Chap.6: Advertising Management( Clow and Baack )

18

Chap.7: advertising Design, Theoretical Framework & Appeals( Clow and


Baack )

19

Chap.7: advertising Design, Theoretical Framework & Appeals( Clow and


Baack )

20

Chap.8: Message Strategies & Executional Framework( Clow and Baack )

21

Chap.8: Message Strategies & Executional Framework( Clow and Baack )

22

Chap.9: Media Planning( Clow and Baack )

23

Chap.9: Media Planning( Clow and Baack )

24

Chap.10 and 11: Trade and Consumer Promotions ( Clow and Baack )

25

Final Presentations

26

Final Presentations

27

Final Presentations

28

FINAL EXAM on advertising

PROJECT OUTLINE
Company ABC plans to enhance its brand portfolio. They have hired your team to
propose a branding and communication strategy for a new Brand of CATEGORY
XXX, to be launched in Quarter 1, for the period July 2015---June 2016. The product
will be initially be launched in Lahore city only. You may use the following as an
outline of the process. However, this does not mean that you limit yourself to these
tasks only. The students are required to prepare an IMC campaign including but not
limited to TVC, print advert radio advert, along with media plan and budgets.
Task
Gathering Information
and Scanning the
Environment
Conducting Marketing
Research and
Forecasting Demand
Analyzing Consumer
Markets
Identifying Markets
segments and targets

Elements of the Marketing Plan Due


Competitive information and environmental scanning
Marketing research parameters completed
definitive data on the consumer for the
product/service including all demographic and other
pertinent information obtained
Specific market segmentation, targeting, and
positioning statements by the students
3

Decide on "branding strategy" for the project.


Questions to have been complete include the brand
name, its equity position, and the decisions in
developing the brand strategy
Creating Brand Equity
Crafting the Brand
Positioning
Designing and Managing
Integrated Marketing
Communications
Managing Mass
Communications:
Advertising, Sales
Promotion, Events and
Experiences, and Public
Relations

Product or service's brand positioning. Design a


differentiated brand positioning for the project.
Decide on integrated marketing communications
matrix.
Decide advertising program complete with
objectives, budget, advertising message, and
creative strategy, media decisions, and sales and
promotional materials.

You may use the chapters in the text books to help you through the process. It is
recommended that you choose your company and category in week one and email
the instructor by 10 May, 2015, your group member names and choices. Your
project will use both primary and secondary data.

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