| 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 | NUC430_N24B |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | On Campus |
| 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 | 2024 UG Nisshin Term4 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
Branding is critical to a business because of its overall impact on our society. Students need to be aware of the importance of branding in marketing. Discussing the latest brand marketing practices through diverse cases and concrete comprehension of branding theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing business environment.
授業の目的（意義） / Importance of this course
More and more firms have realized that their brands are among their most valuable assets. Building and effectively maintaining brand equity is among the top priorities of high-performing companies. Effective brand-building and brand management drive superior financial results, consumer loyalty, and competitive insulation. This course gives students insights into how profitable brand strategies can be created and the implications for brand management professionals.
到達目標 / Achievement Goal
By participating 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 of 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)
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 overall 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 insights from marketing intelligence/analytics and an understanding of social/digital media.
- Know and understand the basics of Brand Management.
- Appreciate the importance of the Brand in overall 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 insights from marketing intelligence/analytics and an 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 % |
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 prerequisite)
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. This report should be submitted through Google Classroom.
- Final Report: Students hand in a final report as an individual (or group) project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(Feedback)
Students will get feedback on their assignments through Google Classroom. Students are recommended to schedule with the instructor during office hours if they want more information.
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. This report should be submitted through Google Classroom.
- Final Report: Students hand in a final report as an individual (or group) project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(Feedback)
Students will get feedback on their assignments through Google Classroom. Students are recommended to schedule with the instructor during office hours if they want more information.
授業スケジュール Course Schedule
第1日（Day1）
Discussion Topic/Theme:Brand Building Investment, Brand Management Process
●使用するケース
Shiseido: Reinventing in Brand第2日（Day2）
Discussion Topic/Theme:Market Disruption, Ecosystem, Brand Architecture
●使用するケース
Market Disruption Strategies: The Transformation of Xiaomi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, Online 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。
*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。
- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve the learning objectives. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class without engagement will fail a major section of your grade.
*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
- Reports are expected to be submitted before the deadline. Late submissions will NOT be accepted.- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve the learning objectives. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class without engagement will fail a major section of your grade.
教科書 Textbook
- Kevin Keller, Vanitha Swaminatha「Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition」Pearson Education Limited（2019）
参考文献・資料 Additional Readings and Resource
* It's not mandatory to purchase the textbook mentioned above.
(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
(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
- Interesting cases about brands we have not studied in any other course before.
- The marketing jargon assignments are helpful in some cases to fully grasp the general theme of the lesson beforehand.
- Quite an excellent overview of what branding is and what brand equity is.
- I like the non-judgemental attitude during the debate times
- The marketing jargon assignments are helpful in some cases to fully grasp the general theme of the lesson beforehand.
- Quite an excellent overview of what branding is and what brand equity is.
- I like the non-judgemental attitude during the debate times
担当教員のプロフィール About the Instructor
Prior to joining NUCB, Professor Yang was Account Director for ADK Holdings, a leading global advertising company based in Tokyo. He acquired an MS from Waseda University, MBA from the University of Wisconsin-Madison, and a DBA from the City University of Hong Kong, and his research interests lie primarily in the field of marketing. He has over 20 years of experience working in the marketing industry, taking on a wide range of management responsibilities at Cheil, Samsung Group, and ADK in Korea, Hong Kong, and Japan. Through his role as managing director in Hong Kong and Seoul and senior manager of Samsung Global Marketing Operation, Professor Yang has gained extensive practical knowledge in cultivating management skills and an entrepreneurial mentality.
His current research interest is exploring the relationship between technology and marketing. He published a book titled “Digital Transformation Marketing” in 2021.
Professor Yang currently teaches Introduction to Marketing, Marketing Management, Digital Marketing, Introduction to BBA(Marketing), Brand Marketing, and Global Marketing in the Global BBA Program.
（実務経験 Work experience）
His work experience includes:
• 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.
Refereed Articles
- (2024) Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories. International Journal of Technology and Human Interaction 20(2): 2227-524X