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    Brand Adver MNGT 2015course Outline

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    sarakhan0622
    This document outlines the course objectives, teaching strategy, and assessment criteria for the Brand and Advertising Management course at Lahore School of Economics. The course aims to prepare students from the perspectives of a brand manager and advertising account executive. Lectures will cover topics from recommended textbooks and include presentations by advertising professionals. Students will be assessed through class participation, assignments, group projects, quizzes, midterm and final exams. For the group project, students will develop an integrated marketing communications campaign for a new brand, including advertising, promotions, and public relations elements.

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    Brand Adver MNGT 2015course Outline

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    sarakhan0622
    44 views4 pages
    This document outlines the course objectives, teaching strategy, and assessment criteria for the Brand and Advertising Management course at Lahore School of Economics. The course aims to prepare students from the perspectives of a brand manager and advertising account executive. Lectures will cover topics from recommended textbooks and include presentations by advertising professionals. Students will be assessed through class participation, assignments, group projects, quizzes, midterm and final exams. For the group project, students will develop an integrated marketing communications campaign for a new brand, including advertising, promotions, and public relations elements.

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    Brand Adver Mngt 2015course Outline

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    This document outlines the course objectives, teaching strategy, and assessment criteria for the Brand and Advertising Management course at Lahore School of Economics. The course aims to prepare students from the perspectives of a brand manager and advertising account executive. Lectures will cover topics from recommended textbooks and include presentations by advertising professionals. Students will be assessed through class participation, assignments, group projects, quizzes, midterm and final exams. For the group project, students will develop an integrated marketing communications campaign for a new brand, including advertising, promotions, and public relations elements.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    44 views4 pages

    Brand Adver MNGT 2015course Outline

    Uploaded by

    sarakhan0622
    This document outlines the course objectives, teaching strategy, and assessment criteria for the Brand and Advertising Management course at Lahore School of Economics. The course aims to prepare students from the perspectives of a brand manager and advertising account executive. Lectures will cover topics from recommended textbooks and include presentations by advertising professionals. Students will be assessed through class participation, assignments, group projects, quizzes, midterm and final exams. For the group project, students will develop an integrated marketing communications campaign for a new brand, including advertising, promotions, and public relations elements.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 4

    LAHORE SCHOOL OF ECONOMICS

    (MKT 608)
    Summer 2015
    Course: Brand and Advertising Management
    Instructor: Dr. Shehla Arifeen
    shehla@lahoreschool.edu.pk
    Teaching Associate: Kanza Tahir
    kanzatahir55@gmail.com

    E-mail:
    E-mail:

    COURSE OBJECTIVE
    Brand and Advertising Management relies on knowledge from many areas;
    economics, statistics, market research, psychology, sociology, visual arts and
    familiarity with advertising such as media advertising agencies. The objective of this
    course is to prepare students from two perspectives:
    1. That of a Brand Manager in a marketing role
    2. That of the Account Executive in an advertising agency
    An effort has been made to integrate the local advertising agencies and as far as
    possible it is an applied approach.
    TEACHING STRATEGY
    The Syllabus has been designed keeping in mind the feedback received from
    various advertising agencies and brand managers. Lectures will resolve around the
    syllabi. This will be supplemented by presentations by local advertising agencies,
    brand managers and presentations on local and international scene and analysis of
    the different mediums of advertising and promotions. These sessions have been
    built into the programme and must be considered a regular lecture on which the
    instructor can test the students. Students will be expected to have an interactive
    approach during these sessions.
    RECOMMENDED TEST BOOK

    Strategic Brand Management by Kevin Lane Keller. 3 rd/4th edition.


    Integrated Advertising, Promotions and Marketing Communication by Clow
    and Baack.
    4th edition.

    ASSESSMENT CRITERIA
    Class Participation
    Cases and assignment1
    Group project
    2
    Quizzes
    Mid-Term Exam
    Final Exam

    10%
    10%
    30%
    10%
    20%
    20%

    Details to be given on a weekly basis, for over the weekend tasks

    unannounced

    GROUP WORK
    The strategy opted for this course is that group leaders will be selected. These
    leaders will play the role of a CEO. They will be required to select a team of seven
    individuals.
    PROJECT REPORT, CASES and Assignments
    Work will be carried out in groups.
    1. Assignments to be announced in class.
    2. Students will have to prepare a project report for a product, to be assigned by
    the Instructor.
    Class Schedule
    Sessi
    on

    Topic

    CHAPTER 1

    Brands & Brand Management (Kevin Keller)

    CHAPTER 2

    Customer-Based Brand Equity (Kevin Keller)

    CHAPTER 3

    Brand Positioning (Kevin Keller)

    CHAPTER 3

    Brand Positioning (Kevin Keller)

    14

    CHAPTER 4
    Choosing Brand Elements to Build Brand Equity (Kevin
    Keller)
    CHAPTER 11
    Designing and Implementing Branding Strategies (Kevin
    Keller)
    CHAPTER 11
    Designing and Implementing Branding Strategies (Kevin
    Keller)
    CHAPTER 12
    Introducing and Naming New Products and Brand
    Extensions (Kevin Keller)
    CHAPTER 12
    Introducing and Naming New Products and Brand
    Extensions (Kevin Keller)
    CHAPTER 5
    Designing Marketing Programs to Build Brand Equity (Kevin
    Keller)
    CHAPTER 5
    Designing Marketing Programs to Build Brand Equity (Kevin
    Keller)
    CHAPTER 6
    Integrating Marketing Communications to Build Brand
    Equity(Kevin Keller)
    CHAPTER 7
    Leveraging Secondary Brand Associations to Build Brand
    Equity (Kevin Keller)
    MID-TERM EXAM on Brand

    15

    Chap.1: Integrated Marketing Communication ( Clow and Baack )

    16

    Chap.5: Promotions Opportunity Analysis ( Clow and Baack )

    6
    7
    8
    9
    10
    11
    12
    13

    17

    Chap.6: Advertising Management( Clow and Baack )

    18

    Chap.7: advertising Design, Theoretical Framework & Appeals( Clow and


    Baack )

    19

    Chap.7: advertising Design, Theoretical Framework & Appeals( Clow and


    Baack )

    20

    Chap.8: Message Strategies & Executional Framework( Clow and Baack )

    21

    Chap.8: Message Strategies & Executional Framework( Clow and Baack )

    22

    Chap.9: Media Planning( Clow and Baack )

    23

    Chap.9: Media Planning( Clow and Baack )

    24

    Chap.10 and 11: Trade and Consumer Promotions ( Clow and Baack )

    25

    Final Presentations

    26

    Final Presentations

    27

    Final Presentations

    28

    FINAL EXAM on advertising

    PROJECT OUTLINE
    Company ABC plans to enhance its brand portfolio. They have hired your team to
    propose a branding and communication strategy for a new Brand of CATEGORY
    XXX, to be launched in Quarter 1, for the period July 2015---June 2016. The product
    will be initially be launched in Lahore city only. You may use the following as an
    outline of the process. However, this does not mean that you limit yourself to these
    tasks only. The students are required to prepare an IMC campaign including but not
    limited to TVC, print advert radio advert, along with media plan and budgets.
    Task
    Gathering Information
    and Scanning the
    Environment
    Conducting Marketing
    Research and
    Forecasting Demand
    Analyzing Consumer
    Markets
    Identifying Markets
    segments and targets

    Elements of the Marketing Plan Due


    Competitive information and environmental scanning
    Marketing research parameters completed
    definitive data on the consumer for the
    product/service including all demographic and other
    pertinent information obtained
    Specific market segmentation, targeting, and
    positioning statements by the students
    3

    Decide on "branding strategy" for the project.


    Questions to have been complete include the brand
    name, its equity position, and the decisions in
    developing the brand strategy
    Creating Brand Equity
    Crafting the Brand
    Positioning
    Designing and Managing
    Integrated Marketing
    Communications
    Managing Mass
    Communications:
    Advertising, Sales
    Promotion, Events and
    Experiences, and Public
    Relations

    Product or service's brand positioning. Design a


    differentiated brand positioning for the project.
    Decide on integrated marketing communications
    matrix.
    Decide advertising program complete with
    objectives, budget, advertising message, and
    creative strategy, media decisions, and sales and
    promotional materials.

    You may use the chapters in the text books to help you through the process. It is
    recommended that you choose your company and category in week one and email
    the instructor by 10 May, 2015, your group member names and choices. Your
    project will use both primary and secondary data.

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