T4 2022
Course Title: Brand Management Course Code: MA4229
Program: Bachelor in Marketing
Department: : Marketing
College: College of Business
Institution: Umm Al Qura University
Version: 2
Last Revision Date:
2/2/2023Course Specification
T-104
2022
2
Table of Contents:
Content Page
A. General Information about the course 3
1. Teaching mode ( mark all that apply)
2. Contact Hours (based on the academic semester) 3 B. Course Learning Outcomes (CLOs), Teaching Strategies and
Assessment Methods 5
C. Course Content 6
D. Student Assessment Activities 7
E. Learning Resources and Facilities 8
1. References and Learning Resources 8
2. Required Facilities and Equipment 8
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G. Specification Approval Data 9
3
A. General information about the course:
Course Identification 1. Credit hours: 3 2. Course type
a. University ☐ College ☐ Department ☒ Track ☐ Others ☐ b. Required ☐ Elective☐
3. Level/year at which this course is
offered: Level 11
4. Course general Description:
This course aims to develop students’ understanding of the importance of brand equity as well as how to build, measure, and manage brand equity. It will cover topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, ways to leverage brand equity, strategies in managing brand portfolios, and management of brands over time, geographic boundaries, and market
segments.
Furthermore, It is about building brand equity through managing the relationship with the consumer and creating a sustainable advantage over competitors.
5. Pre-requirements for this course (if any):
Product Management
6. Co- requirements for this course (if any):
Principles Of Marketing 7. Course Main Objective(s):
This course is about how brands are viewed, built, managed, and measured to ensure firms’ superiority and sustainability in profits. To explore such issues, this course provides relevant and up-to-date theories, concepts, techniques, and models in branding. Furthermore the purpose of this course is to provide a up-to-date treatment of the subjects of brand equity , and strategic brand management.
1. Teaching mode ( mark all that apply)
No Mode of Instruction Contact Hours Percentage
1. Traditional classroom 90
2. E-learning 10
3.
Hybrid
Traditional classroom
E-learning
4
No Mode of Instruction Contact Hours Percentage 4. Distance learning
2. Contact Hours (based on the academic semester)
No Activity Contact Hours
1. Lectures 30
2. Laboratory/Studio 3.
Field4. Tutorial 5. Others (specify)
Total 30
5
B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods
Code Course Learning Outcomes
Code of CLOs aligned with program
Teaching Strategies
Assessment Methods
1.0 Knowledge and understanding
1.1
Understand the major importance of brand in marketing Program.
Understand the role of packaging and labeling in order to develop a product to brand
k1
• Case
based Teaching methodology adopted.
• Lecture will be a basic way to communicate
• End of the semester
assignment
evaluated by a presentation.
• Course teaching strategies will used by as study of case
Midterm Test Quizzed Case study and assignments assignments
1.2
Understand and conduct the measurement of brand equity and brand performance.
Understand key principles of branding and explain branding concepts and ideas in their own words.
k2
Following Case based methodology and live Saudi Arabian examples
• Following by market visit and observe different
kinds of
merchandising stranded
• By case
study and make new plan for new product
introduction
Midterm Exam
Assignments
Projects
…
2.0 Skills
2.1
Ability analyze the process and issues associated with the development of products& brand and how they are adopted by markets
s1
Classroom
discussion and brain storming
By discussion of topic that can be understand students’
leanings
2.2
Apply techniques and methods to develop right strategies for
s2 Enhance Critical
thinking of students by engaging
Evaluation skills must be in a group and
6
Code Course Learning Outcomes
Code of CLOs aligned with program
Teaching Strategies
Assessment Methods branding of a products
keeping in view of market competitions.
So that students will able to design a plan for branding of products.
students in small groups with some particular
assignment with related to topics
individual task also.
…
Analyze some
important issues related to the brand equity and brand value
s3
3.0 Values, autonomy, and responsibility
3.1
Evaluate and
enhance values in retail product distribution strategy, and customer base retention programs, so that the firm objective and goals may achieved
v1 By lecture method
and case-based teaching
methodology will be
adopted to
enhance the critical knowledge of strategic planning amongst the students
Midterm exam Case study and
assignments
3.2 ...
C. Course Content
No
List of Topics Contact Hours
1.
Introduction to the course Brand Management
32.
Customer-Based Brand Equity
33.
Brand Positioning
34.
Designing Marketing Programs to Build Brand Equity
3 5.Developing a Brand Equity Measurement and Management System
3 6.Measuring Sources of Brand Equity: Capturing Customer Mind-Set
37.
Customer-Based Brand Equity
38.
Integrating Marketing Communications to Build Brand Equity
39.
Brand Knowledge to Build Brand Equity
310.
Developing Brand Equity Measurement and Management System
3Total 30
7 D. Students Assessment Activities
No
Assessment Activities *
Assessment timing (in week no)
Percentage of Total Assessment Score
1.
Assignment 1
2 5%2.
Assignment 2
4 5%3.
Assignment 3
6 5%4.
Case Study
8 10%*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)
8
E. Learning Resources and Facilities 1. References and Learning Resources
Essential References
Strategic Brand Management Authored by Kevin Lane keller Published by Pearson Education Limited
ISBN: 10 0-273-77941-9
ISBN : 13 978-0-273-77941-4
Supportive References Anne Coughlan, Erin Anderson, Louis Stern and Adel El- Ansary, Seventh Edition, Pearson, 2006
Electronic Materials https://www.pdfdrive.com/retail-store-management- d47690441.html
Other Learning Materials Lecture Note
2. Required Facilities and equipment
Items Resources
facilities
(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)
Lecture rooms are availavable
Technology equipment (projector, smart board, software)
Data show are available in all lecture rooms
Other equipment
(depending on the nature of the specialty)
Smart boards are required
F. Assessment of Course Quality
Assessment Areas/Issues Assessor Assessment Methods
Effectiveness of teaching
Chair, Students, External Stakeholders
Department and quality committee
Open discussions with the students
Anonymous surveys
Effectiveness of students assessment
Chair, Students, External Stakeholders
Department and quality committee
Checking marking by the
students themselves if it’spossible
Using the help of other
members in reviewing the
assignments/exams
9
Assessment Areas/Issues Assessor Assessment Methods
Quality of learning resources
Chair, Students, External Stakeholders
Department and quality committee
Review of course portfolios
Instructor assessment by students
The extent to which CLOs have been achieved
Chair, Students, External Stakeholders
Department and quality committee
Course specifications are periodically reviewed at the departmental level.
Courses are updated periodically and compared to the benchmark standards.
Other
Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)
G. Specification Approval Data
COUNCIL
/COMMITTEE MARKETING DEPARTMENT REFERENCE NO.
DATE 5/02/ 2023
