| 授業名 | Brand Marketing |
|---|---|
| Course Title | Brand Marketing |
| 担当教員 Instructor Name | Louie Wong |
| コード Couse Code | NUC430_N20B |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2020 UG Nisshin Term4 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
Brand marketing helps a company to differentiate itself in today’s hyper-competitive market space. Without its brand, Apple is just another computer maker, and Starbucks is just another coffee shop. A brand gives a company a unique identity and its customers a compelling reason to buy. The course introduces fundamental concepts in brand marketing and examines some critical issues in creating, nurturing, managing, leveraging, and defending strong brands. The course covers topics such as brand strategy, positioning, brand extensions, global branding, and brand equity over time through the analysis of case studies in leading companies.
到達目標 / Achievement Goal
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
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
受講後得られる具体的スキルや知識 Learning Outcomes
Upon completion of this course, you will be able to
• Understand and apply fundamental concepts of brand marketing.
• Explain how branding affects a company’s performance and growth.
• Critically evaluate branding decisions at strategic and tactical levels.
• Suggest and defend effective brand marketing plans to sustain and grow business.
• Understand and apply fundamental concepts of brand marketing.
• Explain how branding affects a company’s performance and growth.
• Critically evaluate branding decisions at strategic and tactical levels.
• Suggest and defend effective brand marketing plans to sustain and grow business.
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 20 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 80 % |
| フィールドメソッド Field Method | 0 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
Course Approach
The course contents will include lecture handouts, class presentations, case studies and other discussion materials provided beforehand or brought into the class by the instructor. The format of this course will follow lectures and discussions with an emphasis on understanding and evaluation of project management issues in various organizational contexts.
Readings (cases or discussion materials) are provided beforehand and assigned for each class. Participants are required to prepare for at least three hours per case study in this course. The emphasis will be on student responsibility for learning through active application of course content in case studies, exercises, etc. and through active participation in class discussions. Active participation and preparation for the class are requirements for this course. Further information about the case assignments and final report will be given on “Google Classroom” portal.
Feedback
Evaluation and feedback on quizzes, assignments, and presentations will be provided by the instructor.
The course contents will include lecture handouts, class presentations, case studies and other discussion materials provided beforehand or brought into the class by the instructor. The format of this course will follow lectures and discussions with an emphasis on understanding and evaluation of project management issues in various organizational contexts.
Readings (cases or discussion materials) are provided beforehand and assigned for each class. Participants are required to prepare for at least three hours per case study in this course. The emphasis will be on student responsibility for learning through active application of course content in case studies, exercises, etc. and through active participation in class discussions. Active participation and preparation for the class are requirements for this course. Further information about the case assignments and final report will be given on “Google Classroom” portal.
Feedback
Evaluation and feedback on quizzes, assignments, and presentations will be provided by the instructor.
授業スケジュール Course Schedule
第1日（Day1）
Theme: Understand Brand Marketing- Course introduction
- Branding Overview
●使用するケース
Core Reading: Brands and Brand Equity (HBP)第2日（Day2）
Theme: Building Brand Equity●使用するケース
Dove: Evolution of a Brand (HBP)第3日（Day3）
Theme: Leveraging Brand Equity●使用するケース
Coca-Cola India: More than Just Sugar and Fizz (HBP)第4日（Day4）
Theme: Brand Positioning●使用するケース
Case: Nespresso and the US Market (HBP)Core Reading: Brand Positioning (HBP)
第5日（Day5）
Theme: Rebuilding Brand●使用するケース
McDonald's in Japan: Rebuilding the Brand (The Case Centre)第6日（Day6）
Theme: Brand Management Strategy●使用するケース
Essential Explorations at MUJI (HBP)第7日（Day7）
Theme: Global Brand Management●使用するケース
Louis Vuitton in Japan (HBP)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。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
• Further information about the case assignments and final report will be given on Google Classroom.
• Selected case assignments must be submitted before case discussions as per given deadlines.
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 0 % |
| 授業内での挙手発言 Class Contribution | 40 % |
| クラス貢献度合計 Class Contribution Total | 40 % |
| 予習レポート Preparation Report | 30 % |
| 小テスト Quizzes / Tests | 0 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 30 % |
| 期末試験 Final Exam | 0 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
• Active participation is required and expected.• Further information about the case assignments and final report will be given on Google Classroom.
• Selected case assignments must be submitted before case discussions as per given deadlines.
教科書 Textbook
- Kevin Lane Keller「Strategic Brand Management, 4th Edition (The textbook is not necessary for this course)」Pearson（2015）
参考文献・資料 Additional Readings and Resource
Books
- Alice M. Tybout (Editor-in-Chief), Tim Calkins (Editor-in-Chief). (2019). Kellogg on Branding in a Hyper-Connected World. Wiley.
- Kai D. Wright. (2019) Follow the Feeling: Brand Building in a Noisy World. Wiley.
- Robert Jones. (2017). Branding: A Very Short Introduction. Oxford University Press.
HBS Articles
- Marketing Reading: Brands and Brand Equity, HBS No. 8140-PDF-ENG
- Marketing Reading: Brand Positioning, HBS No. 8197-PDF-ENG
Instructor will also suggest relevant reading materials/resources from time to time.
- Alice M. Tybout (Editor-in-Chief), Tim Calkins (Editor-in-Chief). (2019). Kellogg on Branding in a Hyper-Connected World. Wiley.
- Kai D. Wright. (2019) Follow the Feeling: Brand Building in a Noisy World. Wiley.
- Robert Jones. (2017). Branding: A Very Short Introduction. Oxford University Press.
HBS Articles
- Marketing Reading: Brands and Brand Equity, HBS No. 8140-PDF-ENG
- Marketing Reading: Brand Positioning, HBS No. 8197-PDF-ENG
Instructor will also suggest relevant reading materials/resources from time to time.
授業調査に対するコメント Comment on Course Evaluation
n/a
担当教員のプロフィール About the Instructor
Louie Wong is a Professor at NUCB Business School, Graduate School of Management. He is an active researcher and educator with extensive teaching, research, and industry experience. Louie received his Ph.D. degree in Information Systems from City University of Hong Kong. He also holds an MBA degree, a Bachelor and a Master of Science degrees in Computer Science. Before joining NUCB Business School, Louie was a Visiting Fellow at City University of Hong Kong. In the last 15 years, Louie has designed and taught various undergraduate and graduate business courses in Hong Kong and Japan.
Louie's research interests include management information systems, digital transformation, blockchain, social media, knowledge management, supply chain management, information security, and action research. He currently serves as an Associate Editor for Information Systems Journal. His research has been published in prominent international peer-reviewed journals and proceedings of conferences.
（実務経験 Work experience）
Besides, Louie is also a seasoned business executive with decades of industry experience in the Asia Pacific region. Prior to his academic career, Louie served in various senior management positions at leading multinational companies such as Digital Equipment Corporation (DEC), Compaq, Check Point Technologies, and Citrix. His last industry position was the Chief Marketing Officer of a listed company in the new media industry.
Refereed Articles
- (2024) Combining Low-Code/No-Code with Noncompliant Workarounds to Overcome a Corporate System’s Limitations. MIS Quarterly Executive 23(3): 1540-1960
- (2023) Instant messaging, interruptions, stress and work performance. Information Technology & People 0959-3845
- (2023) The art of digital transformation as crafted by a chief digital officer. International Journal of Information Management 69(102617): 0268-4012
- (2022) Information Systems as a Nexus of IT Systems: A New View of Information Systems Practice. Journal of Information Technology 37(4): 0268-3962
- (2022) Working around inadequate information systems in the workplace: An empirical study in Romania. International Journal of Information Management 64(102471): 0268-4012
Refereed Proceedings
- (2023). Spearheading Digital Transformation: The Role of the Chief Digital Officer. PACIS 2023 Proceedings .Pacific Asia Conference on Information Systems (PACIS) 2023. 1. 3. Nanchang, China
- (2023). Developing Guanxi Through Social Media: User Archetypes and Influencing Factors. ECIS 2023 Research-in-Progress Papers .The 31st European Conference on Information Systems (ECIS), Kristiansand, Norway. 1. 3. Kristiansand, Norway
- (2023). The Impact of Social Media on Digital Guanxi Development in the Chinese Workplace. Proceedings of the 56th Hawaii International Conference on System Sciences .The Impact of Social Media on Digital Guanxi Development in the Chinese Workplace. 1. 3. Maui, Hawaii, USA
- (2020). Beneficial Non-Compliance with Inadequate Information Systems. International Conference on Information Systems (ICIS) 2020 Proceedings .International Conference on Information Systems (ICIS) 2020. 1. 3. India
- (2019). Adopted Globally but Unusable Locally: What Workarounds Reveal about Adoption, Resistance, Compliance and Non-Compliance. Proceedings of the 27th European Conference on Information Systems (ECIS) .27th European Conference on Information Systems (ECIS 2019). 1. 3. Stockholm, Sweden