Brand Management

Course unit title

Brand Management

Course unit code

MNP 613

Type of course unit (compulsory, optional)

Compulsory

Level of course unit (according to

EQF: first cycle Bachelor, second cycle Master)

The Second cycle of Master Degree Program

Year of study when the course unit is delivered

(if applicable)

2020-2021

Semester/trimester when the course unit is delivered

The Second Semester of Master Study

Number of ECTS credits allocated

3 Credits (4.8 ECTS)

Name of lecturer(s)

Dr. Gancar Candra Premananto, SE., MSi.

Dr. Masmira Kurniawati, SE., MSi.

Learning outcomes of the course unit

After completing Brand Management course, the students are expected to be:

• Able to explain brand concepts and related topics

• Able to design and apply effective brand value development strategies

• Able to analyze, design, and introduce innovations and brand extensions in order to increase value

• Able to provide solutions to problems or organizational barriers related to the brand

Mode of delivery (face-to-face, distance learning)

face-to-face

Prerequisites and co-requisites (if applicable)

-

Course content

The Brand Management course discusses the definition of brand, the importance of brand in a company's marketing communications, and brand management. The topics presents in this course include basic brand concepts, customer-based equity, strategy to increase and develop the value of brands, brand management strategies over time, as well as brand constraint solutions. 

Recommended or required

Reading and other learning resources/tools

Kevin Lane Keller.. (2012). Strategic Brand Management. 4th Edition. Upper Saddle River. New Jersey: Prentice Hall

Planned learning activities and teaching methods

-Discuss lecture materials

-Presentation and discussion of case studies

Language of instruction

Indonesian

Assessment methods and criteria

Final exam (35%), midterm exam (35%), presentation (15%), and case study (15%)