BM Course Guide

9/9/20
The Academic Profile – Muhammad Ismail Hossain
MKT425_BRAND MANAGEMENT Qualifications:

} PhD, (Marketing), Monash University, Australia, 2014.
} Master of International Business (MIB), University of Melbourne,
Australia.
} Master of Business Administration (MBA), Dept. of Marketing, DU.
Muhammad Ismail Hossain } Bachelor of Business Administration (BBA), Dept. of Marketing, DU.
Current Position: Professor, Dept. of Marketing, DU
An outline of the Course Work Experience:

} Worked as a lecturer at Monash University; RMIT University,
Australia.
} Worked as RA in 4 Australian Research Council Projects.
©muhammad.hossain@du.ac.bd
Copyright © 2013 Pearson Education ©muhammad.hossain@du.ac.bd
Copyright © 2013 Pearson Education
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The Academic Profile – Muhammad Ismail Hossain The Academic Profile – Muhammad Ismail Hossain
Research Interests:
Research_Academic:
Written over 30 journal articles and conference papers on Branding, 1. Book chapter: Omni-channel retailing (Springer).
Consumer Psychology and Emotions, Multinational Firms in national and
international journals and conferences.
2. Research monograph: Inter-generational consumption pattern (BRB),
Intention to use virtual platform in Bangladesh (BRB), E-waste
Research_Academic: management in Bangladesh (BRB, ongoing), ELMS Uses intention at
1. Conference presentation: AOM, 2020, 2019, DSI, 2020, EMAC 2018, Public Universities of Bangladesh (to be published by UGC, Bangladesh)
2016, 2015, 2014, AMS World Marketing Congress 2013, MM DC 2013,
ANZMAC DC 2102. 3. Book: SMS and Brand (Routledge, UK submitting draft within a month)
2. Journal articles: CIT, IJTR, JNBV CCS, JGG, DUJBS, DUJM, JIBS; Business Cases of Bangladesh (Revised proposal to be submitted shortly
Under Review: IJTR, Pipeline: JAMS(O), JTR (O), JETP(R), JTR(O), to Palgrave McMillan )
AMJ(R), SMJ(R) JBR(R), JBDM(R), OBHDP(R), JAMS (R)
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9/9/20
The Academic Profile – Muhammad Ismail Hossain The Academic Profile – Muhammad Ismail Hossain
Contact:
Research_Commercial: Department of Marketing
Faculty of Business Studies
International
University of Dhaka, Dhaka-1000
1. Overseas_Finished: ARC Projects (4), Toyota-Kyushu-Grameen (1),
Bangladesh.
Student Contact:
Domestic
Room No. 4052, MBA Building, FBS
1. Local_Finished: International Business Forum Bangladesh (2) (2), SOS
DU, Dhaka-1000, Bangladesh.
Bangladesh (1), DCCI (1), EPB (1), Ceramic Manufacturers and
Exporters Association of Bangladesh (2), ILO-BGMEA-CEBAI (1), Appointment:
Ministry of Home Affairs (1), A2i, Email: muhammad.hossain@du.ac.bd
2. Local_Ongoing: SME Foundation (2)
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Course Objectives Course Material:
The purpose of the course is “to enhance our understanding

regarding the fundamentals of branding including the Text:
theoretical backgrounds and their broader impact in and
around business and society”. Strategic Brand Management:
Building, Measuring, and
Managing Brand Equity – Kevin
Learning Outcomes: Lane Keller and Vanitha
Swaminathan, 5th Edition, 2019,
} To provide understanding of the importance of brands in present world. Pearson Education Services Pvt.
} To provide understanding of the strategies and practices to create and Ltd.
sustain a brand in the present competitive world.
} To develop the understanding of the importance of co-ordination
between the business strategy and the brand strategy to develop an
effective brand nationally and globally.
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Course Material: Course Material:
Reference:
Reference:
•The New Strategic Brand
Management: Advanced insights •Aaker on Branding: 20 Principles
and strategic thinking, Jean- That Drive Success, David Aaker,
Noel Kapferer, 5th Edition, 2012, 1 st Edition, 2014, Morgan James
Kogan Page Limited, USA. Publishing, USA.
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Course Material: Course Content & Structure:
Topic Session
Reference:
We will try to cover 8-10 chapters from the Lecture 1-26
recommended text book.
•Journal of Marketing
•Journal of Consumer Research
•Journal of Brand Management At least 3-5 academic journal articles will be provided Lecture 1-26
•Journal of Services Research for review
•McKinsey publication
•Deloitte publication
At least 3-5 case studies/in class experiential exercise Lecture 1-26
•The Economist
•Forbes will be conducted within the designated semester
•Business Insider
•World Economic Forum Project Showcasing & Presentation Lecture 27,28
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9/9/20
Course Content & Structure: Course Content & Structure:
Numbers Contents Week

1. # Concept of Brand, its difference from product, Different ways to define 1+2
1. # Brand resonance model: brand salience, brand performance, brand 4+5
brand and brand equity; Importance of brands and branding; Illustrate how
branding applies to everything; Branding challenges and opportunities; imagery, brand judgements, brand feelings, brand resonance- constituents
Strongest brands of the world and Bangladesh; Identify and briefly explain of these subdimensions, the linkage between them and overall impact;
the steps in strategic brand management process. Implication of brand resonance model; Brand value chain model: value
stages, interrelationships of the value stages, multipliers and overall impact;
Additional materials: Best global brands ranking 2019, Best Bangladeshi
Implication of brand value chain model.
brands ranking 2019.
Additional reading: Kevin Lane Keller (2016). Reflections on customer-based
Additional reading: Conejo, F. and Wooliscroft, B. (2014). Brands defined as
brand equity: perspectives, progress, and priorities. Academy of Marketing
semiotic marketing systems. Journal of Macromarketing, 35(3), 287-301.
Science Review, 6(1/2), 1-16.
1. # Define Customer Based Brand Equity (CBBE); The sources and outcomes of 3 1. # Identification of different types of brand elements; The general criteria for 6
CBBE; The four components of brand positioning; The guidelines in developing
choosing brand elements; The specific criteria and tactic to use in choosing
a good brand positioning; Brand mantra, components of brand mantra and
different brand elements; The rationale behind mixing and matching
how it should be developed.
different brand elements.
Class exercise: Appreciating the positioning of leading local and international
Class exercise: Appreciating the brand elements of leading local and
brands positioning.
international brands.
Additional reading: Kevin Lane Keller (2001). Building customer-based brand
equity: A blueprint for creating strong brands. Working paper.
Copyright © 2013 Pearson Education Copyright © 2013 Pearson Education
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Course Content & Structure: Course Content & Structure:
1. Describe changes in marketing and consumer behavior in a digital era; Define brand 9+10
1. The new perspective and developments of marketing and their impact on 7 engagement and understand the brand engagement pyramid and key drivers of brand
brands and branding; The use of marketing mix to enhance brand equity; engagement; Understand digital communications and the various options available;
Enhance product experience thus boost brand equity; Set price-related Define the role of e-mail marketing and Web site optimization as important components
philosophies and strategies to build brand equity; List direct and indirect of digital marketing strategy
channel options and see how these channels contributes to brand equity. Additional reading: Russell W. Belk (2013). Extended self in a digital world. Journal of
Consumer Research, 40(3), 477-500.
Additional reading: Vanitha Swaminathan (2016). Branding in the digital era: new
Class exercise: Appreciating value pricing strategies adopted by local and directions for research on customer-based brand equity. Academy of Marketing Science
international luxury clothing brands. Review, 6(1/2), 33-38.
1. Changes in the media environment and their impact on brands and branding; 8
Outline major marketing communication options, how these different options 1. Recapping brand building tools and objectives, effects on knowledge and branding benefits; 11
contribute toward brand equity; Identify key tactical issues to be considered Outline the different means to leverage secondary associations; The process through which a
while evaluating the different communication options; Identify and illustrate the brand can leverage secondary associations; Identify and critically illustrate the key tactical
issues in leveraging secondary associations from different entities.
choice criteria to use in developing an IMC program that enhance brand equity.
Class exercise: Video clip on co-branding and ingredient branding- Four seasons private jet,
No. 1 brand of Mgi, Bangladesh.
Class exercise: Critical analysis of leading local brands IMC programs. 1. The new accountability issue from the perspective of brand equity measurement and 12
management system; Conducting brand audits; Designing brand tracking studies; Establishing
Copyright © 2013 Pearson Education brand equity measurement system.
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Teaching and Learning Assessments
Particulars Percentage
} Predominantly lectures
} Participation obligatory! Mid-term Test (Two) 30%
} Assigned reading and other activities Quiz, Term Paper 10%
} Recommended text Final Examination 60%

} Reading material from journal would be posted on
Total 100%
web (if facilities are available)
To be converted into for contribution to Final grade
} Lecture notes covers only key points, details should
be looked at the text and other reading materials.
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TEASER
HAVE A GREAT, STORMY SEMESTER
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9/9/20
TEASER TEASER
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9/9/20

The Academic Profile – Muhammad Ismail Hossain

MKT425_BRAND MANAGEMENT Qualifications:

Current Position: Professor, Dept. of Marketing, DU

An outline of the Course Work Experience:

2. Local_Ongoing: SME Foundation (2)

Course Objectives Course Material:

The purpose of the course is “to enhance our understanding

Course Material: Course Material:

Course Material: Course Content & Structure:

Course Content & Structure: Course Content & Structure:

Numbers Contents Week

Course Content & Structure: Course Content & Structure:

Teaching and Learning Assessments

} Assigned reading and other activities Quiz, Term Paper 10%

} Recommended text Final Examination 60%

HAVE A GREAT, STORMY SEMESTER

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