シラバス Syllabus

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
授業形式 Class Format
単位 Credits 2
言語 Language EN
科目区分 Course Category
学位 Degree BBA
開講情報 Terms / Location 2020 UG Nisshin Term4

授業の概要 Course Overview

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.

本授業の該当ラーニングゴール Learning Goals


LG1 Critical Thinking
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.

SDGsとの関連性 Relevance to Sustainable Development Goals

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 %

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 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.

Evaluation and feedback on quizzes, assignments, and presentations will be provided by the instructor.

授業スケジュール Course Schedule


Theme: Understand Brand Marketing
- Course introduction
- Branding Overview

Core Reading: Brands and Brand Equity (HBP)


Theme: Building Brand Equity

Dove: Evolution of a Brand (HBP)


Theme: Leveraging Brand Equity

Coca-Cola India: More than Just Sugar and Fizz (HBP)


Theme: Brand Positioning

Case: Nespresso and the US Market (HBP)
Core Reading: Brand Positioning (HBP)


Theme: Rebuilding Brand

McDonald's in Japan: Rebuilding the Brand (The Case Centre)


Theme: Brand Management Strategy

Essential Explorations at MUJI (HBP)


Theme: Global Brand Management

Louis Vuitton in Japan (HBP)

成績評価方法 Evaluation Criteria

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.

使用ケース一覧 List of Cases


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

- 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


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

  • (2022) Working around inadequate information systems in the workplace: An empirical study in Romania. International Journal of Information Management 64(102471): 0268-4012
  • (2022) Information Systems as a Nexus of IT Systems: A New View of Information Systems Practice. Journal of Information Technology In Progress(-): 0268-3962
  • (2021) The coordination of workarounds: Insights from responses to misfits between local realities and a mandated global enterprise system. Information & Management 58(103530): 0378-7206
  • (2021) The ethics of action research participation. Information Systems Journal 1365-2575
  • (2018) Knowledge sharing in a global logistics provider: An action research project. Information & Management 55(5): 0378-7206

Refereed Proceedings

  • (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
  • (2014). Designing Artifacts for Systems of Information. Information Systems and Global Assemblages, Springer New York LLC .IFIP WG 8.2 Working Conference on Information Systems and Organizations, IS&O 2014. 1. 3. Auckland, New Zealand
  • (2014). The mediating role of Guanxi network and communication performance in transforming Web 2.0 technologies usage to work performance: An empirical study in China. Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand .25th Australasian Conference on Information Systems. 1. 3. Auckland, New Zealand
  • (2014). Contextual preferences and network-based knowledge sharing in China. AMCIS 2014 Proceedings .20th Americas Conference on Information Systems, AMCIS 2014.. 1. 3. Savannah, GA, United States