School of Business and Management

CHRIST (Deemed to be University)

Course Plan

Program Master of Business Administration

Course Code & Name MBA562M Strategic Brand Management

Trimester Fifth Trimester;16 August – 30 October 2021

Hours & Credits (1 Credit = 10 30 hours, 3 Credits
hours)
Course Anchor Dr. Jayanta Banerjee

Course Facilitators at – Pune Dr. Arti Agrawal

–LavasaCampus
● [email protected],
● [email protected],
● [email protected],
Course Anchor & Faculty Contact ● [email protected],
information ● [email protected],

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Course Name: Strategic Brand Course Code: MBA562M
Management
Total number of hours: 30 Hrs Credits: 3
Course This course is offered as a general elective in the fifth trimester. This course
Description aims to develop conceptual knowledge of branding as part of marketing decision
making and familiarize concepts of developing a brand, managing brand
portfolio, brand lifecycles, extensions & rebranding decisions.

Course ● To show the trends, unique characters and success of national and global
Objectives brands.
● To build knowledge in the area of brand equity and managing brands as
assets.
● To classify brand identity systems and integrated brands.
● To determine the need of brand extension and deploy brand portfolio
strategy.
● To appraise the use of brand personality and repositioning as a strategy.

Terminology** AACSB NBA

Program Learning Goals (PLGs) Program Outcomes (POs)
Program Learning Objective (PLO)
Course Learning Outcomes (CLO) Course Outcomes (COs)

Programme Learning Goals –Course Outcome Matrix (AACSB)/ NBA

Sl.No CLO/CO RBT Unit CIA PLG PLO PO(Level)*

1 Identify the unique 3 1 1,2 5 5.1 PO4 (3)

nature of brands
and explore brand
success strategy for
national and global
brands.
2 Develop skills in 3 2 2 2 2.1 PO1 (2)
estimating brand
equity through
different methods
for assessing
brands.
3 Discover brand 4 3 2 2 2.2 PO1 (3)
identity systems
and integrated
brands.

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4 Examine different 4 4 3 5-4 5.2 PO4 (3)
types of brand
extension and
deploy portfolio
strategy, ethically
among global
business
communities.
5 Recommend the 5 5 3 5 5.3 PO7 (2)
use of brand
personality and
repositioning to
meet the challenges
in a multicultural
environment.

● When the correlation between CO and PO is more, the level is HIGH (3)
● When the correlation between CO and PO is medium, the level is MEDIUM (2)
● When the correlation between CO and PO is low, the level is LOW (1)

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 Course Mapping

Unit Unit details Week CO-PO Exercises Hours Pedagogy Resource/ Reference
number (starting per week (teaching learning details
and end methods used)/
dates) activities and or
class trips/ dates
for assessment
UNIT I Brand Definition & 16/08/2021 CO1- 3 Lecture Chapter 1Strategic Brand
(4 Success – Brand meaning 21/08/2021 PO4 Case Study Management, Isaac C.
hours) & definition, what can be Discussion Jacob Kevin Lane Keller,
branded? Vanitha Swaminathan,
Ambi M.G. Parameswaran
Products vs. Brands, Stages | Fifth Edition | By Pearson
of Branding, Brand 2020
Success vs. General
Success
Case Study – Harley-
Davidson 2018: Trump,
Strategic Success & 23/08/2021 Tariffs and the Future
Pioneer Advantage; 28/08/2021 (Published 2019)
Successful brands; market
redefinition;

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UNIT II Brand Equity –Brand 23/08/2021 CO2 3 Lecture Chapter 2 Strategic Brand
(6 equity, Cost-based 28/08/2021 PO1 Discussion Management, Isaac C.
hours) methods, price-based Case study Jacob Kevin Lane Keller,
methods Vanitha Swaminathan,
Ambi M.G. Parameswaran
Customer-based brand 30/08/2021 | Fifth Edition | By Pearson
equity 4/09/2021 2020

Article –
Marketing Reading:
Brands and Brand Equity
Brand asset management 6/09/2021 Publication - 2019
strategy. Role of brand 11/09/2021
equity on mergers and
acquisition. Leveraging
equity for employee
retention.
UNIT Brand Identity – Meaning, 6/092021 CO3 3 Lecture Chapter 4 and chapter 7
III (8 the identity structure, 11/09/2021 PO1 Discussion Strategic Brand
hours) developing brand identity Case study Management, Isaac C.
system Jacob Kevin Lane Keller,
Vanitha Swaminathan,
Clarifying & elaborating Ambi M.G. Parameswaran
brand identity system | Fifth Edition | By Pearson
Strategic process for 13/09/2021 2020
building integrated brands : 18/09/2021
Brand vision & Objectives Case Study- The Walt
Disney Studios
Published - 2016
Choosing Brand Elements, 20/09/2021

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 Designing & implementing 25/09/2021
branding strategies;
leveraging secondary brand
knowledge
CIA 1 – Submission
UNIT Brand Extension & Brand 27/9/2022 CO4 3 Lecture Chapter 11, 12, Strategic
IV Portfolio Strategy: 02/10/2022 PO4 Discussion Brand Management, Isaac
(6 need for brand extension Case study C. Jacob Kevin Lane
Hours) and types. Keller, Vanitha
Swaminathan, Ambi M.G.
Brand portfolio Strategy Parameswaran | Fifth
Edition | By Pearson
2020

Case Study –
Market Disruption
Creating relevance, 04/10/2022 Strategies: The
differentiation, leverage & 09/10/2022 Transformation of Xiaomi
clarity Published - 2021

UNIT V Brand personality – 11/10/2022 CO5 3 Lecture Chapter 13 Strategic Brand

(6Hours) Importance 16/10/2022 PO7 Discussion Management, Isaac C.
Case study Jacob Kevin Lane Keller,
Vanitha Swaminathan,
Ambi M.G. Parameswaran
| Fifth Edition | By Pearson

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 Building brand personality 18/10/2022 2020
Brand Image, definitions, 23/10/2022
established products and
new products Case Study –
Brand Repositioning Rachael Ray: Cooking Up
Positioning, Emotion- a Brand
centered definitions Published 2019
Making the brand serious,
contemporary, Brand as a
differentiator in attracting
investors.
CIA 3 submission
Revision and course -
closure

Total Hours 30

ASSESSMENT OUTLINE
Component Description Units Maximum marks Weightage Total

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CIA1 ZMET Analysis 1 20 100 20
CIA2 Mid-term 1,2 50 50 25
CIA3 Research report-Blog 3,4,5 20 100 20
ETE 1,2,3,4,5 50 60 30
Attendance 5
100

ASSESSMENT DESCRIPTION
CIA 1- Title - ZMET Analysis
Marks – 20
Detailed Description with submission deadline

Assignment 1
Assignment Description
Assignment Title ZMET Analysis
Individual or group work: Group
Cut off date for submission: 01.12.2021
Assignment submission formats if any: PPT presentation
Other instructions for the learners: Unit 1, 2 and additional reading material
Assignment Design
Identify a brand (a global brand available in multiple countries) of your choice
(FMCG / Consumer goods). Conduct Zaltman Metaphor Elicitation Technique
(ZMET) Analysis. Elaborate use of steps elucidated in the technique is
expected.Appropriate infographics are to be created and used in the PPT.
Infographics copied and pasted from the internet are not accepted. Apps like
Canva/Pictochart can be used to create the infographics. The infographics should

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 not be text-heavy but should be attractive and able to give a substantial amount
Assignment description of summary information.

The presentation should be done groupwise but require each member to speak
and answer the Q&A session.
Groups to have 5/6 members
The PPT to be uploaded in Google classroom after presentation.
Assignment Learning outcomes (with code) CL01
On completion of this assignment, participants are able to :

Assignment learning objectives are specific, measurable, performance 1. Develop their knowledge on the brand managements concepts
outcome statements that describe what the students will be able to do 2. Have conceptual clarity which would result in application of learned
after completing the assignment. concepts.
3. Understand their level of learning about the concepts.

CIAI Rubrics

Program Learning 5 (Global Awareness)

Goals
Program Learning 5.1
Objectives
Total Marks 20 Marks
Criteria / CO1- Excellent (5) Very Good (4) Good (3) Average(2) Needs
Weightage/PLO PO4 Improvement(1)
Identify challenges Challenges and Challenges and Challenges and Brief explanation with Vaguely described
and opportunities opportunities opportunities opportunities only 2 distinct points the challenges and
experienced by the described with described with described with to highlight the opportunities and no
brand selected for detailed background adequate limited background challenges and background
the assignment. information from background information from opportunities information from
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[RBT 3] both national and information from both national and experienced by the both national and
Weightage 25% global both national and global perspective. At brand. global perspective
PLO 5.1 perspective.6/7 global perspective. Least 3 distinct points
distinct points are 4/5 distinct points are highlighted to
highlighted to justify are highlighted to justify opinion.
opinion. justify opinion.
Identification of clear Exceptional level of adequate level of Average level of Some level of Vague understanding
understanding of the understanding ( i.e. assimilation of understanding (i.e. understanding (i.e. of concepts.
concepts mentioning at least knowledge( i.e. mentioning at least mentioning at least
[RBT 3] five of the knowledge mentioning at least three of the knowledge two of the knowledge
Weightage 25% points with four four of the points with two points with two
PLO 5.1 relevant examples knowledge points relevant examples from relevant examples
from various with three relevant various contexts ). from various contexts
contexts). examples from ) of concepts taught
various contexts ). Few (i.e. 1 slide having in class.
The team also 2 different points)
critiques these Brief (i.e. 1 slide critiques of the Critiques of the
knowledge points in having 4 different knowledge points knowledge point
detail ( i.e 2 slides points) critiques of made. absent, there is no
having a total 8 the knowledge evidence of reading
different points) and points made. the textbook or any
makes arguments on additional reading
what is practical and materials provided in
what is not. the course pack
Application of The team The team has used The team displayed The team exhibited The team analysed
functional tools, appropriately (i.e four appropriate satisfactory analysis only one metaphor vaguely without using
frameworks in applied more than metaphors for using at least two and did a brief appropriate metaphor.
making systematic four metaphors) to making systematic metaphors analysis
analysis of the make a systematic analysis of the
company, analysis of the brand. brand.
competition and
other factors
[RBT 3]

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Weightage 25%
PLO 5.1
Construct The team exhibited The team displayed The team could The team The team displayed
informative as well exceptionally (i.e. satisfactory produce adequate demonstrated a very poor visual
as visually appealing analysis done using a creativity (i.e. information on the limited creative graphics without much
info-graphic design visually appealing info- analysis done using visuals displayed but information with creativity in it (web
[RBT 3] graphic, self drawn a visually appealing with limited creativity minimum visually copied infographics,
Weightage 25% having minimum text info-graphic, self (i.e. analysis done using appealing info-graphic having too much text ,
PLO 5.1 but gives a summary drawn having too a visually appealing design (i.e. self drawn do not represent
information of 4 much text but gives info-graphic, self drawn having too much text relevant knowledge
knowledge points) a summary having too much text but gives a summary points)
information of 3 but gives a summary information of only 1
knowledge points) information of 2 knowledge points)
knowledge points)
*Weightage (Levels) can vary depending on assignments

CIA 2 – Mid Term exam

Assessment pattern and Syllabus

CIA II Rubrics

Program Learning 2
Goals
Program Learning 2.1
Objectives
Total Marks 10 Marks
Criteria / CO2- Excellent (5) Very Good (4) Good (3) Average(2) Needs
Weightage/PLO PO1 Improvement(1)
Identify the context of Presents an insightful Presents a thorough Presents an brief Presents a superficial Presents an incomplete
the business problem and thorough analysis analysis of three analysis of two issues analysis of one of the analysis and the issues
RBT 3 of all issues identified issues identified in identified in the case issues identified in in the case were not

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PLO 2.1 in the case the case the case identified.
Construct opinions with Supports diagnosis Supports diagnosis Supports diagnosis Supports diagnosis Vague diagonises of
evidence based and opinions with and opinions with and opinions with two and opinions with one options, lack of
reasoning four clear arguments three clear reasons clear reasons and reason/argument and arguments
RBT 3 and evidence; and evidence; evidence; presents a little evidence;
PLO2.1 presents a balanced presents a fairly somewhat one-sided argument is one-sided
and critical view; balanced view; argument and not objective
interpretation is both interpretation is both
reasonable and reasonable and
objective objective
Build realistic Presents detailed, Presents specific, Presents realistic or Presents realistic or Recommendations are
recommendations to realistic, and realistic, and appropriate appropriate not realistic and not
issues presented in the appropriate appropriate recommendations recommendations linked to the concept
case recommendations recommendations supported by the with little, if any, from the reading.
RBT 3 clearly supported by supported by the information presented support from the
PLO2.1 the information information presented and concepts from the information presented
presented and and concepts from the reading and concepts from the
concepts from the reading reading
reading
Application of Writing demonstrates Writing is Writing exibits clarity Writing lacks clarity Writing is unfocused,
appropriate writing a sophisticated accomplished in with few errors and or conciseness and rambling, or contains
mechanics to present clarity, conciseness, terms of clarity and mentions few details contains numerous serious errors; lacks
the solution to the and correctness; conciseness and which are relevant in errors; gives detail and relevant
business problem includes thorough contains only a few the present context. insufficient detail and data and information;
RBT 3 details and relevant errors; includes relevant data and poorly organized
PLO2.1 data and information; sufficient details and information; lacks
extremely well- relevant data and organization
organized information; well-
organized
*Weightage (Levels) can vary depending on assignments

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CIA 3 – Title - Research report -Blog
Marks 20
Detailed Description with submission deadline
Assignment -2
Assignment Description
Assignment Title Research report - BLOG
Individual or group work: Individual
Cut off date for submission:
Assignment submission formats if any: Soft copy submission through Blog page
Other instructions for the learners: Unit 4,5
Students have to undertake secondary research by sourcing information
from various industry reports, magazines, journals and textbooks.

Select a company of your choice, which is an international brand but

available in India (Gillette for example). As completely as possible
characterize its brand portfolio and brand hierarchy. Suggest ways to
improve the company’s branding strategies in India. Discuss also the
challenge for the international brand to reach out to Indian customers.

The report to be structured in the form of a blog post in the following way.

The word limits mentioned are indicative and mentioned to help you
structure the report. Total word limit of the report is 1000 words,excluding
references and title.
● Title
● Abstract (100 words)
● Introduction (150 words)
● Findings and discussion (500 words)
● Conclusion (250 words)

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 ● One self drawn figure, to be placed after conclusion. Figure should
have a name and number.
● Reference, APA 7th Ed to be followed. Use of referencing software
recommended.

Product pictures taken from websites to be strictly avoided.

Plagiarism needs to be strictly avoided.
Paper referred should have Intext citation as well a detailed list as per APA
7th Ed at the end of the paper. Missing intext citation will result is low
scores.
Late submission of assignment will not be graded.
Assignment Design
Assignment Learning Objective (with code) CLO4, CLO5
Assignment learning objectives are specific, measurable, performance This assignment is designed to test the student’s ability to develop a
outcome statements that describe what the students will be able to do after theoretical framework and develop understanding of a particular brand's
completing the assignment. portfolio.
On completion of the assignment, students will be able to:

o Develop their knowledge on the brand managements concepts in

the global perspective
o Have conceptual clarity which would result in application of learned
concepts.
o Understand their level of learning about the concepts.

CIA III Rubrics

Program 2,5
Learning
Goals
Program 5.2, 5.3
Learning
Objectives

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Total Marks 20 Marks
Criteria / CO- Excellent (5) Very Good (4) Good (3) Average(2) Needs
Weightage/PLO PO Improvement(1)
Analyze CO4 Analyze the Brief explanation Analyze the Vague Analyze the
challenges and PO4 impact of of challenges impact of analysis. Only impact of
opportunities challenges and challenges 2 points challenges
on national and and opportunities and justify the and
using opinion.
global business opportunities opportunities opportunities
communities using appropriate using using
(RBT4) appropriate techniques with appropriate inappropriate
Weightage 25% techniques strong techniques techniques
PLO5.2 with strong arguments. At with weak
arguments. Least 4 points to arguments.
At Least 5 be mentioned At Least 3
points to be points to be
mentioned mentioned
Examine the CO4 The The theoretical All the Few There is a
theoretical aspect PO4 theoretical aspects are well relevant theoretical disconnect
to highlight the aspects are presented with aspects of aspects are between what
business clearly appropriate theory are identified and is presented
challenges from mentioned in justification. clearly presented but and the
national/global the identified and not very theoretical
perspective presentation discussed systematically aspects to
(RBT4) and report which the it is
Weightage 25% and they are supposed to be
PLO5.2 systematically anchored to.
critiqued
Evaluate CO5 Detailed Detailed Minimal Clarity is Evaluation of
alternatives to PO7 evaluation of evaluation of evaluation of absent. Only alternatives is
operate alternatives alternatives and alternatives 2 relevant vague and
effectively in a and recommendatio and points are recommends
discussed.
multi-cultural recommend ns. At Least 4 recommend inappropriate

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economic and relevant relevant points partially solutions
legal solutions. At mentioned relevant
environment Least 5 solutions. At
[RBT 5] relevant Least 3
PLO5.3 points relevant
mentioned. points
mentioned.
Justify arguments CO5 Report is well Report is well Report is well The report is The report is
and solution in a PO7 written, well structured. The structured. It structured. incoherent.
structured structured ( writing is styled covers all the Organization The report is
manner 5% academically. ( 5- aspects of needs more than 15%
[RBT 5] plagiarism, 10 % plagiarism, content improvement. plagiarized.
PLO5.3 APA APA referencing, reasonably The style of References
referencing, language need well. (10-12 % writing is not absent or do
language refinement, plagiarism, very relevant not match with
robustness, uniform APA for academic those
uniform formatting). referencing reporting. appearing in-
formatting). not done for (12-15 % text with those
The report the entire plagiarism, appearing in
not just report- most APA the reference
presents of the referencing list.
findings but citations not done -
also critiques appearing in most of the
the same the text do citations
with not match appearing in
reference to with the the text do
relevant reference list, not match
literature language with the
needs reference list,
refinement, language
uniform needs
formatting). refinement,
uniform

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 formatting).
*Weightage (Levels) can vary depending on assignments

Prepared by
(Faculty in-charge) Reviewed by Approved by
Dr. Arti Agrawal HoD

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