シラバス Syllabus

授業名 Brand Marketing
Course Title Brand Marketing
担当教員 Instructor Name 梁 敬烈(Yang Gyung Yeol)
コード Couse Code NUC422_N21B
授業形態 Class Type 講義 Regular course
授業形式 Class Format Live Virtual
単位 Credits 2
言語 Language EN
科目区分 Course Category 専門教育科目 / Specialized Subject
学位 Degree BBA
開講情報 Terms / Location 2021 UG Nisshin Term4

授業の概要 Course Overview


Branding is absolutely critical to a business because of the overall impact it makes on our society. Students need to be aware of the importance of branding in marketing. By discussing the latest brand marketing practices through diverse cases together with concrete comprehension of branding theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing business environment.
More and more firms have come to realize that their brands are among their most valuable assets in the firm. Building and effectively maintaining brand equity is among the top priorities of high performing companies. Effective brand-building and brand management drives superior financial results, consumer loyalty and competitive insulation. This course provides students with insights into how profitable brand strategies can be created and the implications for brand management professionals.
By taking part in this course, students are expected to develop a comprehensive understanding of brand management and how brands affect the company’s performance and future. Students will also understand the key variables to a successful strategic branding campaign.

本授業の該当ラーニングゴール Learning Goals

*本学の教育ミッションを具現化する形で設定されています。

LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)

受講後得られる具体的スキルや知識 Learning Outcomes


By the end of the course, students will be able to,
- Know and understand the basics of Brand Management.
- Appreciate the importance of the Brand in over-all marketing and corporate strategy and understand its power and dynamics.
- Describe the process and methods of brand management, including how to establish brand identity and build brand equity.
- Formulate effective branding strategies with the insights from marketing intelligence/analytics and understanding of social/digital media.

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 4 質の高い教育をみんなに(Quality Education)

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 30 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 70 %
フィールドメソッド Field Method 0 %
合計 Total 100 %

学習方法、レポート、課題に対するフィードバック方法 Course Approach, Report, Feedback methods

(Course prerequisite)
There is a substantial amount of reading and preparation that students will complete in preparation for class. All lectures are given in case method together with lectures on theories. Students are required to prepare each case for at least 3 hours and are also required to complete the mandatory readings, as part of the self-learning process, to learn the necessary fundamentals, concepts and theories in order to understand and to be prepared for each lecture.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that instructor assigns on the contents of given case. The details for preparation report will be announced on Google classroom. This report should be submitted through Google Classroom. Approximately, 300 words is expected per each question.
- Brand Marketing jargon assignment: Students find out the definitions of Brand Marketing jargons that instructor assigns per each case and submit the assignment through Google Classroom before the class starts.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. Detail guideline will be announced in the class.

授業スケジュール Course Schedule

第1日(Day1)

Discussion Topic/Theme:
Introduction, Value Proposition, Brand Equity

●使用するケース
Gucci's Turnaround: Repositioning and Rebuilding The Company

第2日(Day2)

Discussion Topic/Theme:
STP and Branding, Sustaining a Brand

●使用するケース
Essentials Explorations at MUJI

第3日(Day3)

Discussion Topic/Theme:
Brand Storytelling, Brand Extension

●使用するケース
Brand Storytelling at Shinola

第4日(Day4)

Discussion Topic/Theme:
Destination Branding, IMC

●使用するケース
Incredible India

第5日(Day5)

Discussion Topic/Theme:
Brand Architecture, Brand Portfolio Strategy

●使用するケース
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

第6日(Day6)

Discussion Topic/Theme:
Cult Brand, Co-Creation, Social Commerce, On-line Community

●使用するケース
Glossier: Co-Creating a Cult Brand with a Digital Community

第7日(Day7)

Discussion Topic/Theme:
Global Brand Management, Brand Life Cycle, Brand Repositioning

●使用するケース
Global Brand Management of Anheuser Busch InBev's Budweiser

成績評価方法 Evaluation Criteria

*成績は下記該当項目を基に決定されます。
講師用内規準拠 Method of Assessment Weights
予習レポート Preparation Report 35 %
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 30 %
ケース試験 Case Exam 0 %
参加者による相互評価 Peer Assessment 0 %
シミュレーション成績 Simulation 0 %
小テスト Quizzes / Tests 0 %
最終レポート Final Report 35 %
期末試験 Final Exam 0 %
合計 Total 100 %

評価の留意事項 Notes on Evaluation Criteria

- Reports are expected to be submitted before the deadline. Late submission will NOT be accepted.
- Class participation:
Regular class attendance and sincere engagement in the case discussions is essential to achieve the learning objectives and to pass the course. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class with no engagement will result in failure for a major section of your grade.

使用ケース一覧 List of Cases

    ケースは使用しません。

教科書 Textbook

  • Kevin Keller, Vanitha Swaminathan「Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition 」Pearson Education Limited; 第5版 (2019/8/15)(2019)978-1292314969

参考文献・資料 Additional Readings and Resource

* It's not mandatory to purchase the textbook.

(Open Resources)
The Branding Journal: https://www.thebrandingjournal.com/
Let’s talk Brand: https://www.letstalkbranding.be/resources
(Useful Trade/Industry Readings)
• www.adage.com
• www.adweek.com
• www.adage.com/section/american‐demographics/195
• www.brandchannel.com
* Instructor will also suggest relevant reading materials/resources per each case.

授業調査に対するコメント Comment on Course Evaluation

NA

担当教員のプロフィール About the Instructor 


Instructor is currently working for ADK, a leading global advertising company based in Tokyo. He acquired MBA from University of Wiscosin-Madison and DBA from City University of Hong Kong with research interest on marketing. He have been working in the marketing industry most of his career. During his career, he was involved in varieties of marketing related fields. The experience of managing offices in Hong Kong and Seoul as a managing director gave him opportunities of cultivating management skills and entrepreneurial spirits.

(実務経験 Work experience)


Managing Director of ADK Korea, Managing Director of Cheil Hong Kong (Cheil is a Marketing Agency of Samsung Group), Senior Manager of Samsung Global Marketing Operation.






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