杏吧论坛

Dr Hye-Young Kim

This course is available on the BSc in Management, International Exchange (1 Term) and International Exchange (Full Year). This course is available with permission as an outside option to students on other programmes where regulations permit and to General Course students.

This course is not available for postgraduates.

The most valuable assets that firms have are the products/services that they offer and the brands that are associated with them. Managing Products & Brands is a rigorous examination of the theory and corporate practices relevant to product and brand management. Its core objectives are to provide an understanding of the important issues in planning and evaluating product/brand strategies, to provide the appropriate theories, models, and analytical tools that enable managers to make well-informed product/brand management decisions, and to provide a platform for students to apply these principles. The critical approach adopted will blend theory and practice so as to promote effective managerial decision making on a short as well as long term basis.

20 hours of lectures and 10 hours of seminars in the LT.

Students will meet in their groups with the course leader several times during the term to receive feedback on their work. Detailed guidelines on the group project will be provided in the course syllabus and sample projects will be available.

• David A. Aaker (1996) Building strong brands. New York: The Free Press.

• Byron Sharp (2010) How brands grow - what marketers don’t know. Melbourne: Oxford University Press.

• Youngme Moon (2010) Different, Escaping the Competitive herd. New York: Crown Business, Random House.

• Kevin Lane Keller, Brian Sternthal and Alice Tybout (2002) Three questions you need to ask about your brand, Harvard Business Review, volume 80, issue 9, page 80-86.

• Lodish, Leonard M, and Carl F Mela (2007), “If Brands Are Built Over Years, Why Are They Managed Over Quarters?”, July/August, Harvard Business Review, 85, 7/8 (July-August), 104-112).

• Rangaswamy, Arvind, Raymond R Burke, and Terence Oliva (1993) “Brand Equity and the Extendibility of Brand Names”, International Journal of Research in Marketing, Special Issue on Brand Equity, Vol. 10, p. 61-75.

Coursework (60%), project (30%) and class participation (10%) in the LT.

Coursework will be an Individual Take-home assignment and the Project will be completed in groups.