Brand management (intensive course)


Contact hours
27 H
Number of spots
Open to visitors
Cuong Nguyen

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.


Brand Management is a significant discipline in the field of Marketing. Brand Management integrates the knowledge from other disciplines such as psychology, sociology, economics, organizational behaviour, finance, accounting, and human resources. Marketing managers utilize these perspectives for designing and implementing global branding strategies. This course aims to develop students’ understanding of the importance of brand equity and how to build, measure, and manage brand equity. It will cover topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, ways to leverage brand equity, strategies in managing brand portfolios, and management of brands over time, geographic boundaries, and market segments.

Teaching methods


- Lectures
- Tutorials

In group

- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) define the main concepts and explain the purpose of branding
  • - (level 1) describe the process and methods of brand management, including how to establish brand identity and build brand equity
  • - (level 3) apply brand concepts in real‐life setting by articulating the context of and the rationale for the application
  • - (level 4) analyze effective branding strategies for both consumer and business products/services with the insights from marketing intelligence/analytics and understanding of social/digital media
  • - (level 5) assess a brand audit using both primary and secondary sources and propose strategic recommendations based on the audit results
  • - (level 6) compose individual input to produce effective team project output

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


Brand Management Course will combine lectures, class discussions, case reviews, and group projects. Students will learn Band Management by applying techniques, procedures, analytics, and current-day perspectives to build and sustain Brand Equity. Please prepare for our class discussions by reviewing the expectations stated in the syllabus; reading relevant text chapters, cases and articles assigned. Students are expected to participate and contribute to class discussions, case reviews, team cases and projects. All assigned deliverables are due on the date requested (to be informed as the course starts). Lateness will result in a reduced grade. Class sessions will include lectures, written and video case discussions, and guest speakers. The lectures will present practical and conceptual content on relevant current-day effective marketing strategies. We will also synthesize what has been learned from the cases. Cases are designed to a) provide examples of real-world situations to capture “lessons learned” and b) provide opportunities for applying strategic concepts to real-world situations.

No prerequisite has been provided

Knowledge in / Key concepts to master

Students must complete Principles of Marketing course.

Teaching material

Mandatory tools for the course

No items in this list have been checked.

Documents in all formats

- Case studies/texts

Moodle platform

No items in this list have been checked.


- Pack Office (Word, Excel, PowerPoint, Access)

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Lalaounis, S. T. (2020). Strategic brand management and development: Creating and marketing successful brands. Routledge. DOI:

Kotler, P., & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. Pearson.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : -
Written and oral / Group / English / Weight : 40 %
Details : Team-based Case Study (Team grade) -Groups will self-select 3-5 students per team -Team cases will be assigned to each team Role of Team Scenario: Team members are part of a consulting firm hired by the sponsoring firm to: -Oversee current market conditions (at the time of the case) -Assess opportunities -Present “realistic” and relevant strategic recommendations -Provide appropriate rationale based on the knowledge gained from the content of the case Team members will take on the role of a functional expert. These may include individuals from Marketing, Operations, Sales, Promotion, Customer Service, Finance, Product Management, Manufacturing, R
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : -
Written and oral / Group / English / Weight : 40 %
Details : Branding Team Project (Team grade) -Groups will self-select 3-5 students per team -Team cases will be assigned to each team Role of Team Teams will be self-selected to “consult” on a ‘real-world’ strategic Brand Management project. Project Plans will be developed, relevant market research will be designed and implemented, strategic recommendations along with a marketing plan will be prepared. The purpose of this project is to provide hands-on experience developing a strategic marketing plan for a brand offer (that you will identify) for an existing or a new firm. You will have an opportunity to apply brand marketing concepts and research techniques learned in class. You will combine findings from both primary and secondary sources and develop specific strategic plans that apply for your selected offer. Team Project Evaluation Criteria Your team project report will be no longer than 10 pages, (12 font, double-spaced) not including appendices (not more than two additional pages) that include relevant charts, references, etc. Each group will deliver an in-class (15-20 minutes) group presentation. The team is expected to develop a marketing plan for the organization that your team has selected. Each group will address the following issues in the analysis: 1. A clear description of the organization (offerings, mission and vision). 2. What are the organization and brand strengths, areas for improvement along with the marketing objective? 3. What is the market/brand opportunity for the organization and how are various competitors positioned? 4. What are the brand advantages and weaknesses compared to other organizations? 5. What customer (client) segments are relevant for the firm’s offerings? 6. What is the unique value proposition for each segment and how do (should) they effectively engage these segments? 7. What is the Brand Strategy the brand plans to implement? (4P Strategy, Brand Positioning by segment)
Final evaluationExam week
Written / Individual / English / Weight : 20 %
Details : Individual Essay (Individual grade) Individual essay will be no longer than 1500 words, (12 font, double-spaced) not including appendices (not more than two additional pages) that include relevant charts, references, etc. Students are required to choose a specific international brand and complete the following task: 1. Introduction on the brand 2. Conduct S.W.O.T analysis on the brand 3. Describe the segment(s) which the brand belong to 4. Recommend strategies to improve brand’s position in the chosen segment 5. Conclusion
No assessment methods have been attributed to this course yet.