国际经济与贸易专业英文教学大纲--Syllabus-of-Brand-Management.docx

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1、Sy11abusofBrandManagementCourseCode:BRAN3101Tota1TeachingHours:48Tota1Credits:3Pre-requiredCourses:Basicknow1edgeofprincip1esofmarketingCourseDescriptionThiscoursedrawsamajorfocusoncreatingprofitab1ebrandstrategiesbybui1ding,measuring,andmanagingbrandequity.Thecoretopicsinc1udedare:brandpositioning,

2、p1anningandimp1ementingbrandmarketingprograms,measuringandinterpretingbrandperformance,growingandsustainingbrandequity.RequiredTexts&Materia1sKevin1aneKe11er,StrategicBrandManagement:Bui1ding,MeasuringandManagingBrandEquity,3rdEdition,PearsonEducationInc,2008(Eng1ish1anguageadaptationeditionpub1ishe

3、dbyPEARSONEDUCATIONASIA1TD.AndCHINARENMINUNIVERSITYPRESS,2009)CourseSchedu1eWeekTopicsChapterinTextbook1BrandsandBrandManagementChaPter12Customer-BasedBrandEquityChapter23,4BrandPositioningChapter34,5ChoosingBrandE1ementstoBui1dBrandEquityChapter46DesigningMarketingProgramstoBui1dBrandEquityChapter5

4、7IntegratingMarketingCommunicationstoBui1dBrandEquityChapter681everagingSecondaryBrandAssociationstoBui1dBrandEquityChapter79Deve1opingBrandEquityMeasurementandManagementSystemChapter810PresentationofteamcourseworkCourseworkassessment11,12MeasuringSourcesandOutcomesofBrandEquityChapter9,1013Designin

5、gandImp1ementingBrandingStrategiesChapter1114NewProductsIntroductionandBrandExtensionsChapter1215,16ManagingBrandsoverTime,andGeographica11yChiiPter13,14GradingCoursework(TeamAssignmentandPresentation),Casestudies,Games,andC1assParticipation,etc.100%-Groupassignment50%-Grouppresentation50%Thegradesw

6、i11beassignedasfo11ows:90-100AExce11ent70-89BGood60-69CPassFai10-59CourseworkAgroupassessmentwi11begiveninweek1andassessedinweek10,specificationsareasbe1ow:-Teamupthestudentsintogroups(eachgroupwithmixednationa1ity).- 20to30minutesgrouppresentation.(Week10)- Groupessayofhowtosaveyourchosenbrandfromc

7、urrentsituation,andhowyouwou1dstrategica11yintegratemarketingactivitiesintobui1dingupastrongbrand.(Minimum5000words,dead1ine:week11)- Yourmarkwi11beeva1uatedbasedonyourindividua1andteamcontributioninbothgroupessayandpresentation.C1assAttendanceSchoo1po1icydictatesthatattendanceismandatory.Youshou1dc

8、ometoeveryc1assontime,staythoughtheentirec1ass,andbeattentiveduringthec1assun1essyouhaveafami1yorhea1thre1atedemergency.Ifyoumissedac1ass,itisyourresponsibi1itytoget1ecturenotesandassignmentsfromotherstudent.Ifyoumissmorethanthreec1assestheInstructorreservestherighttodropyoufromthecourse.C1assPreparationAsaguide1ine,youareexpectedtospendat1east3hoursperweekforthiscourse.Yourin-c1assparticipationisimportant.