SYLMKT266/FUR,RH/54,37,1-20191T/1-4

MM PROGRAM

SYLLABUS FOR
MKT 266 – STRATEGIC BRAND MANAGEMENT

MMSM Batch 53, MMBM Batch 37, MM NVI Batch 1

Academic Year 2019/2020

Course Term : September 2 – December 21, 2019

Time Schedule : Thursday, 6.30 – 9.15 pm
Faculty Member : Dr. Rudy Handoko/ Fredy Utama, MM
E-mail : [email protected]
[email protected]
Consultation : by appointment
Credits : 2 Credit Units

COURSE DESCRIPTION
Which brands do you like? Apple? Windows? Coca-Cola? Indomie? Justin Timberlake?
Puncak? Bogor? What make you fall in love with these brands? How do companies creates
a brand mantra for their product? How do companies create unforgettable brand
experiences? How could you maintaining and developing your own brand? How do you
introduce your brand to your customer? These are the questions we will explore in this
course.
MKT 233 covers a comprehensive overview of strategies and tactics involved in building
brand, along with conceptual and practical issues of brand and brand management from the
perspective of a brand manager or a marketing director. It also covers the implementation
of brand concepts not only in consumer good area, but also others area such as city and
destination.
This course highlights the strategic implication of branding, creating, growing and sustaining
a brand equity, not only in Consumer and Destination as a brand, but also how to growing a
Start-up Brand.

COURSE OBJECTIVES
The course objectives are:
● to give understanding about the role of the brand in creating business sustainability from
the perspective of the organisation, society/environment, customer and also ethics.
● to increase student understanding dan to provide students with relevant theories, models
and tools for planning, creating, and evaluationg innovative brand decisions
● to enable student to assess brand opportunities, develop appropriate responses,
manage the implementation of branding decisions, and measure the effectiveness of
these decisions
● to provide a forum for students to practice these principles.

To accomplish those objectives, this course applies an eclectic approach of learning, using
a combination of lectures, guest lecturers, class discussions, group assignment and
presentation and final report, given in the Course Outline.
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LEARNING GOALS
In addition to the course objectives listed above, students are expected to develop the
following learning goals by the end of the course:

Leadership
Each student should be able to be an effective leader (leading people to achieve a
certain goals) at different situations
Assessment: project/assignment, presentation, class participation

Problem solving
Each student should be able to make solutions by applying concepts integratively
Assessment: assignment/project, exam, class participation

Innovativeness
Each student should be able to introduce something new or different
Assessment: assignment/project, exam, class participation

Sustainability
Each student should be able to manage issues related to stakeholders (such as
ethics, social, environment)
Assessment: assignment/project, exam, class participation

COURSE GRADING
Class Participation & Individual Assignment : 10%
Group Assignment (Paper & Presentation) : 20%
Final Test Exam : 35%
Final Project Paper & Presentation : 35%

COURSE MATERIALS
● Kevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson
International edition.
● Soehadi, Agus W., (2005), Effective Branding, Quantum Bisnis & Management
● Hand – Out

Each student will make a analysis and report from guest lecture presentation (maximum
two pages, and should be submitted in Administration one week after guest lecture
presentation)

The essential learning process from these course is the brand project. The idea behind these
project is student understanding about the strategic implication for branding, how to creating
a brand, growing a brand and also sustaining a brand. The brand case can be a new brand
or brand extension. The subject/case will be informed later.

The class will be divided into 4 groups who will be assigned for 1 final project paper
assignment and 3 project presentation (2 (two) Update Presentation and Final
Presentation)
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The content of project/group assignment is divided to:

a. Brand Audit. Brand audit will be based on information from public secondary sources,
reliable website source, and if necessary, from conducting any surveys or primary
research. The brand audit consists of the brand inventory and brand exploratory.
b. Creating a Brand. From the result of brand audit, group will make a planning brand
programs. This involves an analysis of the brand value, personality, brand portfolio,
brand identity and the brand system/element (taglines, URLs, logos, symbols,
characters, slogans, jingles, packaging), etc
c. Growing a Brand. Group will address branding activities through integrated brand
communication, include offline and digital activities
d. Sustaining a Brand. The final content is how to create an unforgettable branding stories
and branding experience, and the recommendation how to manage the brand life cycle
to address the sustainability of the brand itself.

For The Update Presentation, Each group will have 10-15 minutes (10 min to present, 5 min
for questions and answers).

For The Final Presentation, Each group will have 30-40 minutes (20 min to present, 10-20
min for questions and answers). Every member of the group must present. Group
presentation should be a top-line summary of the key points from your report.

ACADEMIC INTEGRITY AND ETHIC

Please refer to Student Guideline for academic integrity and ethics. Using information/ideas
from other sources and not stated the source is a part of plagiarism. When you are working
with other students, please remember that failing to contribute adequately to the project but
taking full credit for others’ efforts is considering as cheating and will be punished
appropriately. There is no tolerance for every infringement of academic dishonesty.
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COURSE OUTLINE

Meeting Date Topic Note

Course Introduction

Thursday Lecture:
FUR
1 5-Sep Rethinking Brand (Branding Today, Challenges
and Opportunity)
Brand Concept (Definition)
Group Assignment & Presentation Overview
Final Project Overview (Brand Development
Project)

Lecture:
Thursday
Identifying Brand Knowledge and Developing RH
2 12-Sep
Brand Audit (Brand Equity, Brand Inventory, Brand
Exploratory, CBBE)
Creating Brand (Brand Value/Mantra, Brand
Association, Brand personality, Brand image and
Brand Element)
Lecture: (25)
Thursday
3 Creating a Brand (Brand Strategy: Segmentation, RH
19-Sep
Targeting, Differentiation and Brand Positioning)
Lecture: (25)
4 Thursday
Creating a Brand (Brand Tactics: Product, Pricing FUR
26-Sep
and Channel Strategy)
Thursday Guest Lecture:
FUR/RH
5 3-Oct Sutan Banuara – BRAND FINANCE
Lecture:
Thursday
6 Growing a Brand (Integrated Brand RH
10-Oct
Communication, Traditional Media)
Thursday Lecture:
7 FUR
17-Oct Growing a Brand (Digital Marketing, New Media)
Lecture:
Growing brands – Leveraging Secondary Brand
Association (Understanding Leveraging Process,
Thursday Understanding brand architecture, Brand Portfolio
8 FUR
24-Oct and Managing Brand Extensions)
Managing brands – Sustaining brand equity
(Creating Branding Content, Experiential and
Brand Storytelling)
Thursday
9 Final Project Presentation FUR/RH
31-Oct

Thursday
10 Final Exam
7-Nov FUR/RH

FUR/RH/PROG