Course Overview

A brand essentially is one of the most valuable assets to a company. Brand management is an integral part of a firm’s competitive strategy. The understanding of the different core aspects of brand and brand management is critical in ensuring customer loyalty and strong brand equity. This course examines the fundamentals of brands and brand management. Students will learn brand positioning, the building, maintaining and developing of brands as well as brand valuation and managing global brands. As the course will be conducted using the case study method, students will be given the opportunity to discuss and present their ideas and proposals of various industries.

Learning Achievement

Class will be via Zoom

Join Zoom Meeting
https://zoom.us/j/94844675230?pwd=OVowUzVxcExnU3JoNktKU0ViVjZwUT09

Meeting ID: 948 4467 5230
Passcode: 787543

Students are expected to prepare thoroughly before each class with the assigned readings.

Competence

[Problem Finding]
Accept change
Commitment to success
Anticipate problems
[Decision Making]
Gather information
Analytical orientation
Creative thinking
Strategic planning
[Implication]
Communication

Course prerequisites

None

Grading Philosophy

Active Classroom Participation 10%
Weekly Presentations (Group) 50%
Individual Project 40%

Course schedule

Course type

Lectures

Online Course Requirement

Instructor

Tan Caroline S.L.

Other information

Identical to 0AFM310.
Lecture is conducted in English. Withdrawal policy
Once registered for a course, a student may withdraw from the course without penalty by notifying the instructor before the THIRD CLASS MEETING of the course. Absence without notice may result in a failing grade and the student may receive a “D.” Courses will be closed for registration after the second class meeting.

Site for Inquiry

Link to the syllabus provided by the university