AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Dhaka, Bangladesh
Faculty of Business Administration
MBA Program

COURSE SYLLABUS
Academic Term:

Fall Semester 2012

Course ID & Course

#:
Course Title:

01113

Catalog Description
& Prerequisites:

Introduction to Business, Management Fundamentals,

Marketing Fundamentals.

Pedagogy:

Providing lecture on the topic, discussing real life case

on the topic, solving real life problems of Brand
Management. Case analysis and Article reading &
Presentation.
Dr. Abu Naser Ahmed Ishtiaque, Associate
Professor, Department of Marketing, Faculty of
Business Studies, University of Dhaka, Bangladesh.

Teacher:

Product and Brand Management (3 Credits)

Phone:

9661920 Ext. 7983

E-mail:

anai@aiub.edu

Consulting Hours:

Monday and Wednesday before or after the class or

by appointment.

Grading:

As outlined in the University policy.

Learning
Resources:

Keller, Kevin Lane, Strategic Brand Management:

Building, Measuring, and Managing Brand Equity, 3 rd
Edition, Pearson Education, Low priced/ International
edition, 2008.
Study materials and other necessary papers will be
provided or uploaded on and before the respective
class.

Message:
Im glad you are here. I will do my best to make the course up-to-date, useful and
interesting. You will be expected to read (and think about) the chapters of the texts but
class will not be a simple re-hash of what you read. Lectures will be used to introduce
topics, to highlight key points, and to give you information that cant be given as
effectively any other way.
Regular and prompt attendance is an essential part of the educational experience. All
students are expected to attend every scheduled class on time. Exceptions may be made
for university or work sponsored activities, illnesses, or valid emergency situations. Best
of luck.

(Prof. Abu Naser Ahmed Ishtiaque)

Why Study Product and Brand Management?

As an upper-level student, you are preparing yourself for a position of leadership within
the organizations for which you will work. As a leader, you impact the culture and
practices of the organization. Customers in most industries have a dizzying array of
options from which to choose. To become the customers choice and survive (or prosper),
a firm must be market-driven reacting to customer needs (brand), positioning against
competitive alternatives, and sensitive to environmental factors.
Efficient and effective marketing practices are key to an organizations success.
Marketing planning, competitive intelligence, brand management, brand force management,
new product development, and entering and sustaining growth in the global marketplace
are factors that are essential to the survival and prosperity of an organization in todays
turbulent business environment.

Course Description:
In this course, students develop a critical appreciation of the basic concepts and
techniques of product and brand management and strategy with an emphasis on
creating customer value and building customer relationships. The course develops
concepts and skills necessary for product and brand decision-making and illustrates how
various decision-making tools apply to actual business situations.

Course Objectives:
It is obvious that branding becomes more important than only marketing. Marketing isnt
working today. New products are failing at a disastrous rate. Most advertising campaigns
are failing to attract the attention of the customer due to the ad clutter and less
differentiation. Direct mail barely achieves its success. Most of the products come across
as interchangeable commodities rather than powerful brands. This course is aimed
toward accomplishing three objectives:

to look into the areas in which brand executive make decisions

to analyze decisions alternatives and criteria in these areas and
to provide cases as real world illustrations of decision situations

These objectives will have been accomplished if learners gain an understanding of the
Brand Executives functions in diverse circumstances in Bangladesh.

Outline:
The course is structured to assist students to understand product and brand
development processes at the individual and organizational level, and the way in which
these processes are influenced by marketing/ product/ brand managers; but also the way
in which consumers attempt to influence the marketing process.

14Week
12-13Week
10-11Week
8-9Week7Week6Week
2-5Week 1

We
ek

Time
Frame

Brief Contents
Brands and Brand Management
Customer Based Brand Equity
Brand Positioning
Choosing Brand Elements to Build
Brand Equity
Designing Marketing Programs to Build
Brand Equity

Suggested Activities
Power Point Presentation
Quiz
Power Point Presentation
Quiz
Assignment and Presentation
Open Discussion
Power Point Presentation
Assignment and Presentation
Open Discussion

Midterm Examination
IMC to Build Brand Equity
Leveraging Secondary Brand
Associations to Build Brand Equity
Developing a Brand Equity
Measurement and Management
Systems
Introducing and Naming New Products
and Brand Extensions
Closing Observations

Power Point Presentation

Quiz
Class participation
Power Point Presentation
Quiz
Survey
Power Point Presentation
Presentation
Open Discussion

Final Term Examination

Key Particulars:
Class Time and Procedure: Monday and Wednesday, 08:00pm to 09:30pm (Section: A)
in Room # 555 and lecture through PowerPoint Presentation, citing real life examples,
video case analysis, solving case in the classroom and at home individually or in-group
by the students.
Makeup Classes: The day and time for the Makeup Classes (if needed) will be set
cordially with the students subject to the consent of the management.

Examinations Timetable: As stated by the University. Program and system of study for
examination will be decided warmly with the students.
Distribution of Marks: Midterm Examination 40%, and Term Final Examination 60%.

Question Structure for Midterm and Final Examination:

Duration of Examination is 2 hours and an assigned total mark is 40, preferably with the
breakup of question paper under:
1. Terms and Concept of the Subject (5 out of 7)

5x01= 05

2. Draw Figures (5 out of 7)

5x02= 10

3. Short Questions (2 out of 3)

2x05= 10

4. Critical Broad Questions (1 out of 2)

1x10= 10

5. Critical Reasoning/ Case Study/ Marketing Debate (1)

1x05= 05

Total Marks

40

Note:
1. Entire syllabus will be covered.
2. Length of average answer will be such that the average student can just finish the
answers in two hours.

Evaluation:
Students will be evaluated in the following basis:
Mid Term Session
Classes Attend. &
Participation
Quiz

Proportion

Final Session

Proportio
n

20

Classes Attend. &

Participation
Quiz

Class Test

10

Class Test

10

Assignment

10

Assignment

10

Case Analysis & Presentation

20

Term paper & Presentation

20

Midterm Examination

20

Term Final Examination

40

20

10
10

Total

100

Total

100

To be converted into for

contribution to Final Grade

40%

To be converted into for

contribution to Final Grade

60%

*The mark distribution and weights mentioned above is subject to change.

Notice
Form a group comprising maximum 5 members and give an attractive name for your group where
one will be manager and rest of the member will be executive for group assignment purpose.

DEADLINES for assignment, term paper will be deadly followed. Lame excuses will not be
entertained.
Regarding plagiarism and collision the instructor will follow the rules set by the university.
Students are advised to follow either Harvard or APA system of referencing.
All must maintain the class manners (side talking while in the class, noise by cell phone is
prohibited). Disobey of it will attract penalty.