杏吧论坛

Dr Hye-Young Kim MAR 6.23

This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management and Strategy and MSc in Marketing. This course is available with permission as an outside option to students on other programmes where regulations permit.

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.

30 hours of lectures in the LT.

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

• Keller, K. (2007) Strategic Brand Management, 3rd Edition, Pearson
• Lehmann, D. And Winer, R. (2005) Product Management, 4th Edition, Chicago: Irwin.
• Keller, K. (2001) Building Customer-Based Brand Equity. Marketing Management. 10(2), 14-19.
• Lilien, Gary L., and Rangaswamy, Arvind, Marketing Engineering, 2nd Edition, Prentice Hall
• 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.

Coursework (50%), project (40%) and class participation (10%) in the LT.

Coursework will be individual assignments and the Project will be completed in groups.