FTMBA 2022_I Strategic Brand Management
A Understanding the brand
B Building and strengthening the brand
C Growing the brand/with brands
D Evaluating the brand
| Date | Time |
|---|---|
| Monday, 25.10.2021 | 08:45 - 16:00 |
| Tuesday, 26.10.2021 | 08:45 - 16:00 |
| Friday, 19.11.2021 | 08:45 - 16:00 |
| Saturday, 04.12.2021 | 23:50 - 23:55 |
Students who attend the course should know…
- about the importance of brands to consumers, brand manufacturers, and retailers.
- how to craft an effective brand positioning.
- how to build and strengthen a brand.
- how to build and structure a portfolio of brands.
- how to grow a brand/with brands.
- how to evaluate the equity and the value of brands.
We will elaborate on appropriate theories, models and tools to make better branding decisions and strategies to build a brand. We will further learn how to address the most challenging issues companies face in creating and sustaining strong brands by using current thinking on strategic brand management.
Lectures.In many cases, topics will begin with lecture and discussion sessions that focus on branding concepts, illustrated with current examples. The lectures provide a series of frameworks and management tools for analyzing and solving a particular branding problem by blending theory with practical examples. You will be encouraged to share your experiences both from the marketer’s perspective and from the customer’s perspective. The real-life case and guest speakers will give you the opportunity to place yourself in a variety of business settings and apply theory to practice.
Guest lectures.In order to enrich the learning experience, two guest speakers share real-life examples on topics we’ll be discussing. They focus on brand management decisions made in practice, with attention to real-world constraints.
Real-life brand case.The real-life brand case project will allow students to examine the brand equity of one organization in depth and make actionable recommendations for their branding strategy. You will be required to work in a group consisting of approximately 3-6 members and you will be assigned by the MBA program office to your respective group. The company we work with proposes several case topics. Your group can select two out of the proposed topics. One topic preference will be chosen. Although we aim assigning you to your first preference, this cannot always be guaranteed. Every group will present their recommendations to managers of the respective brand.
Presentation: 50 %