《品牌管理》教学大纲

2012-2013学年第二学期

课程：                         品牌管理（Brand Management）

授课教师：                 叶巍岭

                                    答疑时间office hour：周三，13：00-15：00

                                    办公室：武东教区工商楼325室

                                    Email： ye.weiling@shufe.edu.cn  

课程类别：                 研究生专业选修课

授课对象：                 国际商务专业硕士学位

课程安排说明：          2013年3月4日—2013年4月29日

                                    周一下午：13：20--17：05

                                    教室：工商楼106

                                    课程调整：假日按学校通知执行

                                    期终考试：2013年4月29日随堂开卷考

                                    注：本课程使用中/英文教材，中文授课，英文PPT

教材和参考书目：     

Ø 凯文·莱恩·凯勒著，卢泰宏，吴水龙译，《战略品牌管理》，中国人民大学出版社，2009年6月第1版（或对应英文原版）

Ø 参考刊物： 《哈佛商业评论》中英文版，《销售与市场》，Journal of Advertising

教学目的：

On completion of this course, students should be able to:

1. Familiar with a framework that provides a definition of brand equity.

2. Identify sources and outcomes of brand equity.

3. Know how to build, to measure and to manage brand equity.

课程主要内容概述：

The course will provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity by many interesting cases from different countries. The basic concepts and methodologies are the main points of the course. The concept of brand equity is the main focus and provides MBA students with a valuable perspective, and a common denominator to interpret the potential

effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the course and the textbook allow for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future. Of course instructor has own direction she would like to see the class go in, but laying the groundwork is imperative. In Strategic Brand Management insights into how to lay that groundwork and create profitable brand strategies by building, measuring, and managing brand equity will provided.

教学进度：

校历周	上课 日期	讲                   课		课堂练习、讨论及课外作业		备注
		时数	内         容	时数	内           容
			（指教材的相应章节）
3	20120304	2	Brands and brand Management（chapter 1）		课程要求，布置作业	PPT第1讲
		2	Indentifying and Establishing Brand Positioning and Values（chapter 2）			PPT第2讲
4	20120311		Indentifying and Establishing Brand Positioning and Values(chapter 3)	3	Individual Assignment  Presentation	PPT第2讲
		1	Planning and Implementing Brand Marketing Programs: brand elements (chapter 4)		In class excises（通知下次课程练习会计分）	PPT第3讲
5	20120318	1	Planning and Implementing Brand Marketing Programs: brand elements (chapter 4)			PPT第4讲
		2	Planning and Implementing Brand Marketing Programs:4Ps (chapter 5)	1	In class exercise（10%）	PPT第4讲
6	20120325	1	Planning and Implementing Brand Marketing Programs:4Ps (chapter 5)	3	Group Assignment 1st Presentation	PPT第4讲
7	20120401	2	Planning and Implementing Brand Marketing Programs:4Ps (chapter 6)		发下次课堂练习要求（下周课堂练习记分，并且需要学员做预先准备）	PPT第4讲
		2	Planning and Implementing Brand Marketing Programs: 2ndary Associations (chapter 7)			PPT第5讲
8	20120408	1	Planning and Implementing Brand Marketing Programs: 2ndary Associations (chapter 7)	1	In class exercise（10%）	PPT第5讲
		2	Measuring and Imterpreting Brand Performance: Brand audit & sources of Brand Equity (chapter 8\9\11)			PPT第6讲