Información detallada de curso |
Intersemestral Jun. 2017
Abr 20, 2024 |
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| Código y Nombre de la Asignatura: MDO 0021 - BRANDING |
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División Académica:
Escuela de Negocios
Departamento Académico: Dpto. Mercadeo y Neg. Internac PML 0055 Calificación mínima de 3.0 o PML 7560 Calificación mínima de 3.0 Número de créditos: Intensidad horaria (semanal para nivel pregrado y total para nivel postgrado): 3.000 Horas de Teoría 0.000 Horas de Laboratorio Niveles: Educación Continua, Educación Superior Pregrado Tipos de Horario: Teoría The course begins with an introduction to International marketing and its primary components. Throughout the subject we will be studying each of the elements that compose Brand Management, in order to understand broadly the characteristics, strategies, and importance of these elements in a company; contextualized in a political, economical and cultural environment. 3. Justification Can anything be branded? A brand creates value by offering a combination of superior quality, continuity and predictability, ease of recognition, and piece of mind. While any product or service can be "decorated" with a name, a logo, a slogan and other visual attributes, such outward expressions are not sufficient to develop a strong brand. They help buyers identify a firm´s offering in a cluttered environment. However, a strong brand also must have a distinct and unique identity in the mind of buyers, which is built through a consistent and coherent marketing effort over time. Skill to develop Basic Institutional Skill: Case analysis and resolution 4. General objective of the course. This course will be oriented to: Lead the student in the development and APPLICATION of International Brand Management concepts. 5. Learning Results At the end of this course students should be able to: Competences Dimension Learning Results Knowledge Understand the International Brand Management concepts, being consistent with the convergence of international consumer needs. Skills Identify and define the situations and troubles encountered by the company´s in the different cases. Apply marketing mix concepts in brand management cases Attitudes Be able to argue and make decisions in the brand management process 6. Course Program 1 Introduction. What is Brand Management? Keller Chapter 1 Strategic Brand Management: Building, Measuring, and managing brand equity. 2 Brand and Brand Management Keller Chapter 1 Strategic Brand Management: Building, Measuring, and managing brand equity. 3 Customer Based Brand Equity Keller Chapter 2 Case: Parfums Cacharel de L´Oreal: Decoding and Revitalizing a Classic Brand (INSEAD) 4 Positioning and Branding Keller Chapter 3. Chapter 11 International Marketing. Product Strategies. Chapter 2. Kellogg on Marketing. Brand Positioning 5 Building Brand Identity Keller Chapter 4&7 Case: Milk Mustache Vs. Got Milk (Insead) 6 Building Brands via communication programs Keller Chapter 6 7 Global Brand Expansion Keller Chapter 14 Case: Russian Standard Vodka: Strategies for Global Branding and expansion into the US market (INSEAD) 8 Designing Marketing Programs to Build Brand Equity Keller Chapter 5 9 Building Brands for Low-Income Consumers Dawar, Niraj and Amitava Chattopadhyay (2002), “Rethinking Marketing Programs for Emerging Markets” Case: Unilever in Brazil: Marketing Strategies for Low-income Consumers (INSEAD) 10 Measuring Brand Equity Keller Chapter 9 and 10 Case: Tata Tea, Limited (A) (INSEAD) 11 Downward Brand Extensions Aaker, David, “Should you take your brand to where the action is?” Case: Steinway Pianos: Buying a Legend (HBS) 12 Horizontal and Vertical Brand Extensions Keller Chapter 11 and 12 13 Brand Architecture Keller Chapter 13 Case: Diesel for Successful Living: Branding Strategies for an Up-market line extensión in the Fashion Industry (INSEAD) 14 Luxury Branding Silverstein, Michael J. and Neil Fiske, “Luxury for the Masses” Harvard Business Review 15 Conclusions and closing observations Keller Chapter 15 16 Presentations: Final Project 8. EVALUATIONS: Class Contribution (individual) 20% Quizzes 20% Case Presentation 30% Final Project 30% -------- 100% 9. Methodological Options – Learning Activities This course relies highly on case studies. 10. References Strategic Brand Management: Building, Measuring, and managing brand equity. Third Edition. Kevin Keller Complementary Bibliography Chapter 11 International Marketing: Analysis and Strategy. Sak Onkvisit and John J. Shaw. Third Edition. “Product Strategies”. Chapter 2. Kellogg on Marketing. Brand Positioning Dawar, Niraj and Amitava Chattopadhyay (2002), “Rethinking Marketing Programs for Emerging Markets” Silverstein, Michael J. and Neil Fiske, “Luxury for the Masses” Harvard Business Review |
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