LAHORE SCHOOL OF ECONOMICS(MKT 608)Summer 2015Course: Brand and Advertising ManagementInstructor: Dr. Shehla Arifeen

E-mail: shehla@lahoreschool.edu.pkTeaching Associate: Kanza Tahir E-mail: kanzatahir55@gmail.com

COURSE OBJECTIVEBrand 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 role2. That of the Account Executive in an advertising agencyAn effort has been made to integrate the local advertising agencies and as far as possible it is an applied approach.

TEACHING STRATEGYThe 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. 3rd/4th edition. Integrated Advertising, Promotions and Marketing Communication by Clow and Baack. 4th edition. ASSESSMENT CRITERIA

Class Participation

10%

Cases and assignment

10%Group project

30%

Quizzes

10%

Mid-Term Exam

20%

Final Exam

20%

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

SessionTopic

1CHAPTER 1 Brands & Brand Management (Kevin Keller)

2CHAPTER 2 Customer-Based Brand Equity (Kevin Keller)

3CHAPTER 3 Brand Positioning (Kevin Keller)

4CHAPTER 3 Brand Positioning (Kevin Keller)

5CHAPTER 4 Choosing Brand Elements to Build Brand Equity (Kevin Keller)

6CHAPTER 11 Designing and Implementing Branding Strategies (Kevin Keller)

7CHAPTER 11 Designing and Implementing Branding Strategies (Kevin Keller)

8CHAPTER 12 Introducing and Naming New Products and Brand Extensions (Kevin Keller)

9CHAPTER 12 Introducing and Naming New Products and Brand Extensions (Kevin Keller)

10CHAPTER 5 Designing Marketing Programs to Build Brand Equity (Kevin Keller)

11CHAPTER 5 Designing Marketing Programs to Build Brand Equity (Kevin Keller)

12CHAPTER 6 Integrating Marketing Communications to Build Brand Equity(Kevin Keller)

13CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity (Kevin Keller)

14MID-TERM EXAM on Brand

15Chap.1: Integrated Marketing Communication ( Clow and Baack )

16Chap.5: Promotions Opportunity Analysis ( Clow and Baack )

17Chap.6: Advertising Management( Clow and Baack )

18Chap.7: advertising Design, Theoretical Framework & Appeals( Clow and Baack )

19Chap.7: advertising Design, Theoretical Framework & Appeals( Clow and Baack )

20Chap.8: Message Strategies & Executional Framework( Clow and Baack )

21Chap.8: Message Strategies & Executional Framework( Clow and Baack )

22Chap.9: Media Planning( Clow and Baack )

23Chap.9: Media Planning( Clow and Baack )

24Chap.10 and 11: Trade and Consumer Promotions ( Clow and Baack )

25Final Presentations

26Final Presentations

27Final Presentations

28FINAL 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.

TaskElements of the Marketing Plan Due

Gathering Information and Scanning the EnvironmentCompetitive information and environmental scanning

Conducting Marketing Research and Forecasting DemandMarketing research parameters completed

Analyzing Consumer Marketsdefinitive data on the consumer for the product/service including all demographic and other pertinent information obtained

Identifying Markets segments and targetsSpecific market segmentation, targeting, and positioning statements by the students

Creating Brand EquityDecide 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

Crafting the Brand PositioningProduct or service's brand positioning. Design a differentiated brand positioning for the project.

Designing and Managing Integrated Marketing CommunicationsDecide on integrated marketing communications matrix.

Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public RelationsDecide 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.

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

unannounced

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