Module Title: Product and Brand Management

module code

MNJMUM6033

student workload

123

credits X

4.92

semester

6

frequency

Every Semester (February/August)

duration

1 semester

1

Types of courses

Lecture

contact hours

35

independent study

88

class size

40 students

2

Prerequisites for participation

Student must have successfully completed module marketing management (MNJMUM6006)

3

Learning outcomes

Students will be able to understand theory, concept, and best practice of brand and product management. At the end of this course, student will be able to analyse a range of emerging issues and challenge facing brand management and product development.

4

Subject aims

1. Student will be able to explain the key components of brand’s identity, describe the advantage and aligned brand and product development strategy and how it is being implemented in organisation

2. Student will be able to understand and anticipate factors that influence the success and failure of a brand & product management

3. Student can improve their ability to assess strategic opportunities in financial product by analyzing customer competitors and the strength and weaknesses of a company

4. Students will be able to construct written work that is logically presented

5. Students will be able to implement the various methodologies, process, and marketing tools a manager may use in order to evaluate a brand and its products

Course Contents:

1. Perspectives on Brand Management

2. Brand Audit

3. Brand Positioning

4. Role of Product Management

5. Future Direction of Brand Management

6. Measuring Brand Equity

5

Teaching methods

Lectures, Group project, Case Studies

6

Assessment methods

Individual assignment (25%), Group Assignment (25%), Class Attendance (10%) and Participation (10%), Final Exam (30%)

7

This module is used in the following degree programmes as well

n/a

8

Responsibility for module

Arum Prasasti S.E, MSc

9

Other information

n/a

10

Reference

1. Uncles, M.D., 2011. Perspectives on Brand Management. Tilde University Press, Prahan.

2. Keller, K.L., 2007. Strategic brand management: building, measuring, and managing brand equity, 3rd edition, Prentice Hall.

3. Kapferer, J.N., 2008. The new strategic brand management, 4^th edition, Kogan Page. Sharp, B, 2012. How Brands Grow: What Marketers Don’t Know. Oxford University Press, Melbourne.

4. Journals

5. Harvard Business Review