SYLLABUS & SAP

MM6031 – Branding and Marketing

Communication

MASTER OF BUSINESS ADMINISTRATION PROGRAM

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2020

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1. Mission of SBM ITB
SBM ITB has mission as follows:

“To educate students to be innovative leaders with an entrepreneurial mindset and to

develop and disseminate knowledge of business and management for the betterment of
business, government, and society”

2. Course Description
Brand is an important asset in any modern firms. It is not only used for differentiatingmarketing
offerings, but also to guide consumer choice. It can be used as reference, abenchmark, source of
competitive advantage and the center of cus

3. Learning Goals and Objectives of Master of Business

Administration
Master of Business Administration has learning goals and objectives as on Table 1 below.
Fourth column shows the LG/LO of study program attached to courses.

Table 1. Learning Goals and Objectives of Master of Business Administration

No Learning Goal Learning Objectives Course LG/LO

Identify and analyze central problems of
1 Integrative Thinking
a business case
Construct multiple perspectives that
integrate different factors or aspects,
other related business functions and
relevant contextual information
Create recommendation based on the
constructed perspectives and the
company’s strategic objectives
Understand how to collaborate with
2 Team work
others
Apply the concept of managing conflict
to resolve problem in small group
learning environment
Demonstrate constructive feedback in
small group learning environment
Present information in an organized and
3 Communication Skills
concise manner
Demonstrate skill to persuade others in
persuasive manners

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 Demonstrate listening skills
Recognize ethical issues in business
4 Ethical Responsibility
context
Assess the impact of ethical issue
toward various stakeholders
Systematically analyze the pro and cons
of any decisions related to ethical issues
Demonstrate the propensity to take
5 Leadership
initiative
Bring influence toward other people in
her/his team
Inspire and empower others by
evaluating, analyzing, and providing
critics on how leadership behaviors and
characteristics affect employees and
businesses outcomes
Demonstrate an ability to manage
change
Identify global issues that may affect the
6 Global awareness
industry (Global Intellectual Capital)
Develop understanding toward global
cultural aspects that affect business
operations
Develop business recommendations
based on understanding about the
global aspects

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4. Reading Material
Strategic Brand Management; 4th ed., Digital Marketing: strategy, implementation and
practice

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 5. The Course Schedule/ Plan
Table 3 present the class activities that are required to achieve the learning objectives of this course.

Table 3. Weekly Class Activities of Branding and Marketing Communication

Week/ Date/ Activities Lecturer

Module
Topic: Nita Garnida
Introduction to brand and branding
Sub-topic:
- The origin of brand - Definition of brand - Brand and purchase intention
Activity:
Session 1 Lecture, paper and case discussion
Friday, 17th January
Description:
2020
08:00 - 09:30 Students will learn about the origin of brand, the current conception of brand, and
how brand will influence consumers' purchase intention.
Seminar 1 Barrac Course Outcomes:
Building
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 2 Topic: Nita Garnida

Friday, 17th January Brand Equity
2020
09:45 - 11:15
Sub-topic:
- From brand awareness to brand knowledge - Brand awareness - Brand image and
Seminar 1 Barrac associations - From awareness to loyalty - Brand relevance - Brand performance -
Building

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 Brand advantage - Brand preference - Brand insistence
Activity:
Lecture, case and paper discussion
Description:
Students will learn about brand development from customer awareness to customers'
brand knowledge. They will also learn how brand loyalty is built, starting from creating
awareness among customers to making them insist to search the brand.
Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 3 Topic: Nita Garnida

Friday, 24th January Creating a unique and favorable brand concept
2020
08:00 - 09:30
Sub-topic:
- Analyzing product category - Analyzing product and brand portfolio - Analyzing brand
Seminar 1 Barrac positioning - Analyzing customer preferences
Building Activity:
Lecture and case analysis
Description:
Analysis of business environment, in particular the product category, product and
brand portfolio, brand positioning, and customer preferences, is really important to
develop a unique and favorable brand concept. In this session, students will learn how
to perform those analyses properly.
Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:

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 Strategic Brand Management; 4th ed. ()
Assignment
Individual Assignment (Case reading and analysis)
Topic: Nita Garnida
Creating a unique and favorable brand concept
Sub-topic:
- Determining a new brand position - Identifying the source of brand association -
Testing the brand concept
Session 4 Activity:
Friday, 24th January Group and class discussion
2020 Description:
09:45 - 11:15 Students learn how to develop a new brand positioning after collecting and analyzing
Seminar 1 Barrac the data from the business environment.
Building Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()
Assignment
Group Assignment (Case studies on brand concept development)
Session 5 Topic: Nita Garnida
Friday, 31st January Group presentation on brand concept development
2020
08:00 - 09:30
Sub-topic:
- Business environment analysis - New brand positioning
Seminar 1 Barrac Activity:
Building Group presentation
Description:

Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and

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 local business environment
Reference:
-

Topic: Nita Garnida

Group presentation on brand concept development and planning a concept testing
Sub-topic:
- Business environment analysis - New brand positioning - Concept testing
Session 6 Activity:
Friday, 31st January Group presentation
2020 Description:
09:45 - 11:15

Seminar 1 Barrac Course Outcomes:

Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
-
Assignment
Group Assignment (Students will do a real concept testing)
Session 7 Topic: Nita Garnida
Friday, 7th February Guest lecture
2020
08:00 - 09:30
Sub-topic:
guest lecture and case discussion
Seminar 1 Barrac Activity:
Building guest lecture and case discussion
Description:
Students will learn brand concept development from a practitioner
Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and

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 local business environment
Reference:
-

Topic: Nita Garnida

Guest lecture and case discussion
Sub-topic:
Guest lecture and case discussion
Session 8 Activity:
Friday, 7th February Guest lecture and case discussion
2020 Description:
09:45 - 11:15 Students will learn brand concept development from a practitioner
Seminar 1 Barrac Course Outcomes:
Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
-

Session 9 Topic: Nita Garnida

Friday, 14th February Changing brand positioning
2020
08:00 - 09:30
Sub-topic:
- Reasons for brand repositioning - Brand repositioning and source of brand
Seminar 1 Barrac associations - Cases of brand repositioning
Building Activity:
Lecture and case discussion
Description:
Students will learn when they need to reposition a brand. They will also learn the
consequences of brand repositioning.

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 Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()
Assignment
Individual Assignment (Case reading)
Topic: Nita Garnida
Changing a brand positioning
Sub-topic:
Case study analysis
Session 10 Activity:
Friday, 14th February Case discussion
2020 Description:
09:45 - 11:15 students will analyze some cases of brand repositioning
Seminar 1 Barrac Course Outcomes:
Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 11 Topic: Nita Garnida

Friday, 21st February Group presentation on brand repositioning
2020
08:00 - 09:30
Sub-topic:
Group presentation on brand repositioning
Seminar 1 Barrac Activity:
Building Group presentation
Description:

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 Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
-

Topic: Nita Garnida

Group presentation on brand repositioning and wrap up
Sub-topic:
- Group presentation on brand repositioning - wrap up
Session 12 Activity:
Friday, 21st February Group presentation and discussion
2020 Description:
09:45 - 11:15 Students will review their understanding about brand concept development
Seminar 1 Barrac Course Outcomes:
Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 13 Topic: Nita Garnida

Friday, 28th February Exam
2020
08:00 - 11:00
Sub-topic:
Exam
Seminar 1 Barrac Activity:
Building
Description:

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 Course Outcomes:

Reference:
-

Topic: Nita Garnida

Increasing brand awareness
Sub-topic:
- Brand recall and recognition - Survey of brand awareness - Marketing communication
tools for increasing brand awareness
Session 14 Activity:
Friday, 6th March 2020 Lecture and case studies
08:00 - 09:30 Description:
Seminar 1 Barrac
Building Course Outcomes:
2. Students will be able to plan an ethical and integrated marketing communication
program for branding
Reference:
Strategic Brand Management; 4th ed. ()
Assignment
Individual Assignment (Case reading)
Session 15 Topic: Nita Garnida
Friday, 6th March 2020 Creating a viral message
09:45 - 11:15
Sub-topic:
Seminar 1 Barrac - Defining virality - Research on virality and the practical implications
Building Activity:
lecture, paper discussion, case studies
Description:

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 Course Outcomes:
2. Students will be able to plan an ethical and integrated marketing communication
program for branding
Reference:
Digital Marketing: strategy, implementation and practice ()

Topic: Nita Garnida

Creating a strong association link
Sub-topic:
- Brand associative network - Creating the expected associative network
Session 16 Activity:
Friday, 13th March Lecture and case studies
2020 Description:
08:00 - 09:30

Seminar 1 Barrac Course Outcomes:

Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 17 Topic: Nita Garnida

Friday, 13th March Group assignment on awareness and associations
2020
09:45 - 11:15
Sub-topic:
- Measuring awareness - Drawing an associative network
Seminar 1 Barrac Activity:
Building Group discussion
Description:

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 Course Outcomes:
2. Students will be able to plan an ethical and integrated marketing communication
program for branding
Reference:
Strategic Brand Management; 4th ed. ()

Topic: Nita Garnida

Digital marketing
Sub-topic:
- Definition of digital marketing - Strategy of digital marketing - Integrating digital
marketing programs
Session 18 Activity:
Friday, 20th March Lecture and case studies
2020 Description:
08:00 - 09:30

Seminar 1 Barrac Course Outcomes:

Building 2. Students will be able to plan an ethical and integrated marketing communication
program for branding; 3. Students will be able to develop a digital marketing strategy
for branding
Reference:
Digital Marketing: strategy, implementation and practice ()

Session 19 Topic: Nita Garnida

Friday, 20th March Cases on digital marketing
2020
09:45 - 11:15
Sub-topic:
Case studies
Seminar 1 Barrac Activity:
Building case discussion

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 Description:

Course Outcomes:
3. Students will be able to develop a digital marketing strategy for branding
Reference:
Digital Marketing: strategy, implementation and practice ()

Topic: Nita Garnida

Guest lecture on digital branding practice
Sub-topic:
Guest lecture and case discussion
Activity:
Session 20 Guest lecture
Friday, 27th March
Description:
2020
08:00 - 09:30
Course Outcomes:
Seminar 1 Barrac 2. Students will be able to plan an ethical and integrated marketing communication
Building
program for branding; 3. Students will be able to develop a digital marketing strategy
for branding
Reference:
Digital Marketing: strategy, implementation and practice ()

Session 21 Topic: Nita Garnida

Friday, 27th March Guest lecture on digital branding practice
2020
09:45 - 11:15
Sub-topic:
Guest lecture and case discussion
Seminar 1 Barrac Activity:
Building Guest lecture

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 Description:

Course Outcomes:
2. Students will be able to plan an ethical and integrated marketing communication
program for branding; 3. Students will be able to develop a digital marketing strategy
for branding
Reference:
Digital Marketing: strategy, implementation and practice ()

Topic: Nita Garnida

Brand audit
Sub-topic:
- Definition of brand audit - Brand inventory and exploratory - Conducting a brand
audit
Session 22 Activity:
Friday, 3rd April 2020 Lecture and case discussion
08:00 - 09:30 Description:
Seminar 1 Barrac
Building Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 23 Topic: Nita Garnida

Friday, 3rd April 2020 Brand audit
09:45 - 11:15
Sub-topic:
- Conducting a brand audit

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 Activity:
Practical brand audit
Description:

Seminar 1 Barrac Course Outcomes:

Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Topic: Nita Garnida

Co-branding
Sub-topic:
- Definition of co-branding - Types of co-branding - Cases and research on co-branding
and practical implications
Session 24 Activity:
Friday, 17th April 2020 Lecture, paper discussion, case analysis
08:00 - 09:30 Description:
Seminar 1 Barrac
Building Course Outcomes:
1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Session 25 Topic: Nita Garnida

Friday, 17th April 2020 Brand reinforcement and revitalization
09:45 - 11:15
Sub-topic:

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 - Brand reinforcement - Brand revitalization
Activity:
lecture and case discussion
Description:

Seminar 1 Barrac Course Outcomes:

Building 1. Students will be able to create a solid brand concept, considering the global and
local business environment
Reference:
Strategic Brand Management; 4th ed. ()

Topic: Nita Garnida

Exam
Sub-topic:
Exam
Session 26 Activity:
Friday, 24th April 2020
08:00 - 11:00 Description:
Seminar 1 Barrac
Building Course Outcomes:

Reference:
-

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6. Assessment Summary
Table 4. Assessment summary and weight of Branding and Marketing Communication

ASSESSMENT TASK DUE DATE

7. Grading Policy

Aspect %
Individual Assignment 25
Participation 15
Mid Semester Test 30
Final Examination 30
TOTAL 100

8. Course Policy
1. Students are required to bring a laptop every time they are present in class, however it can only
be used according to lecturer’s instruction 2. Lecturer will not allow students to join a running
session. They may join the next session after the running session ends.

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9. Lecture(S)/ Facilitator(S) Profile
Lecture Profile
1 Name : Nita Garnida

E-mail : [email protected]

Office : SBM ITB

Short Profile

Nita Garnida is a Lecturer at the School of Business and Management, Institut Teknologi
Bandung (SBM ITB). Up to present she has taught Shopper Behavior, Brand Management,
Business Growth Strategy, Branding and Marketing Communication to undergraduate and
MBA students. Her research interest includes consumer behavior, brand management,
customer relationship management, marketing research, and technology adoption. She
received her bachelor degree from Chemistry Department, Bandung Institute of
Technology and her master degree in Marketing Management from Mulawarman
University. She continued her study and received her doctoral degree in Science of
Management from School of Business and Management, Bandung Institute of Technology.
Her dissertation integrates four theories and models of Technology Acceptance Model,
Customer Relationship Management, Knowledge Management, and Consumer Behavior. In
addition to her academics background, Nita is also a practitioner. She has twelve years of
experiences as a marketing manager in service company that serve oil and gas industry and
four years of experiences as senior manager in mining operations. Now she is running her
own health business in Bandung.

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