COURSE PROFILE AND SEMESTER PLAN
(SAP/RPKPS)
Course/Subject: Strategic Branding
Code/ Credits: ISK4190 (3 credits / 2-1)
Prerequisite: Marketing Communications
Course Coordinator: DiyahAyuAmaliaAvina, M. Si
Lecturers Team:Dr.BambangDwiPrasetyo
AzizunKurniaIllahi, MA
Dian Tamitiadini,M.Si
DiyahAyuAmaliaAvinaM.SiNIP. 198212302008122003
NIDN. 0030128202
mobile:085334553688
(SMS/Whatsapps only) / Dr BambangDwiPrasetyoM.Si
NIP. 197204282009121001
NIDN.
email :
mobile : 08156058819
AzizunKurniaIllahi MA
NIK.
Mobile : 085746407678
(by phone and SMS only) / Dian TamitiadiniM.Si
NIK. 2015039004242001
email :
mobile 08123303602 :
Course Description
This subject focuses on any issue related to brand and how to build the brand and strategic branding. The subject also discusses several brand attributes and issues related to brand communication. On top of branding, students are required to make an investigation/ formulation of several brand management methods/ branding.
Course Objectives
This subject is aimed at catering the students with branding strategies. Having completed the course, students will be able to formulate brand strategy for any entity. All materials above based on accurate analysis, research, and steps, and write the report and present them.
Assessment:
- In class Quiz = 10%
- Workshop I. Presentation for assignment (TT)
(Research project)= 20%
- Midterm test = 25%
- Workshop II. Progress report Presentation (practicum)
(Branding formula)= 20%
- Final Test (all integrated materials) – research, identity, touch point, activation) = 25%
Expected Learning Outcomes
Expected learning Outcomes / Midterm Test / In class Quiz / Progress Report Presentation / Final AssignmentCompetence / / / /
Critical Thinking / / / /
Communication Skill / /
Team work / /
Reference
Main References:
Bibliography:
Aaker, D. A. (2009). Brand Leadership. UK: Simond & SchusterDavis, M. (2009). Fundamentals of branding. London: AVA publishing
Heding, K.Bjerre. (2009).Brand Management: Research, theory and practice.New York:Routledge.
Kapferer, JN. (2008). The new strategic brand management:4th edition. Philadelphia :Kogan Page
Neumeier, M. (2006). The brand gap. Berkeley: New Readers.
Additional References:
Bibliography:
Ries, A.Ries, L. . (Year).The 22 immutable law of branding. City: PerfectboundAnholt, S. (2005).Brand new justice. City: Elsevier Butterworth heinemann
Belch,G. & Belch,?.(2010). Advertising and promotion. City:McGrawHill
Clifton, R., and Simmons, J.(2003). Brands and branding. London: Profile Books Ltd.
Davis, M. (2005). More than a name: An introduction to branding. Singapore: AVAbooks.
Breakenridge, D. (2001). Cyberbranding : Brand building in the digital economy. City:PrenticeHall
Dinnie, K. (2008). Nation branding: Concepts, Issues, Practices. Amsterdam:Eslevier
Duncan,T. (2002). IMC :Using advertising and promotion to build brand.City: McGrawHill
Duffy,? & Hopper,?. (2003). Passion branding. UK: Willey
Elson,T. (2004).Culture and positioning as determinants on strategy. New York PalgraveMacmillan
Kaputa,C. (2011). You are a brand (translation). Jakarta: Gagas Media
Kasali,R. (2013). Camera branding: Cameragenicvsauragenic. Jakarta: GramediaPustakaUtama:
Kotler, P. (2009). Marketing management, 13th ed. City:Prentice Hall Inc
Kotler, P. Pfoertsch,?.(2006). B2B brand management. Berlin: Springer:
Light, L. and Kiddon, J. (2009). Six rules for brand revitalization.City:Wharton School Pub
Maclnnis,? Park,?,Priester,?. (2009). Handbook of brand relationship. London: ME Sharp:
Schroeder, ?Salzer-Morling,?. 2006. Brand Culture. Oxon: Routledge
Shimp, T. (2010). Advertising, promotion, & other aspects of integrated marketing communications, 8e. South-Western: Cengage Learning
Tai,?. & Chew,?.(2012). Brand management. Jakarta: Indeks
UNWTO & ETC. (2009). Handbook on tourism destination branding. Madrid : WTO
Wheeler,A. (2009). Designing brand identity. Hoboken NJ: John Wiley and Sons
Learning Units
(1)Week / (2)
Teaching Materials: / (3)
Forms of Learning / (4)
The Expected End Results (Competencies) / (5)
Assessment Criteria (Indicators) / (6)
Weighing
(%)
(1) / (2) / (3) / (4) / (5) / (6)
1 /
- Class agreement
- Introduction: The basic definition of Brand, Branding, and rebranding
- Lecture
- Small group discussion
- The basic definition of Brand, Branding, and rebranding
- The relation between Brand & Branding and marketing communication
- Basics of 7 Brand approach
2 / Brand Architecture /
- Lecture
- Small group discussion
- brand relationship spectrum –
- Type of brands
3 / Branding strategy : global rules /
- Lecture
- Small group discussion
Students can develop concepts or branding formulations based on Branding techniques / The basic formulations in branding strategy / quiz 10%
(1) / (2) / (3) / (4) / (5) / (6)
4-5 / Situational analysis:
consumer audience and Competitor analysis /
- Lecture
- Small group discussion
- consumer research
- segmentation and positioning research
- consumer insight
- competitoranalysis
6 / Differentiation and brand positioning /
- Lecture
- Small group discussion
Positioning approach / Students can assign differentiation and position of a brand
7 / Brand Identity /
- Lecture
- Small group discussion
- Case study
-Identity approach
-Brand Identity planning model
-brand prism
-Other approach related to brand identity / Students are able to analyze and formulate brand identity for client
8 / Mid Exam / cloose book / all material above / 25%
9 / Building brands : Brand Communication:
- Brand touch point
- Brand Message
Cyber Branding /
- Lecture
- Small group discussion
- Case study
-Endorser
-Branding in the World Wide Web / -Students can formulate and apply brand communication to the target audience.
10 / Entities (1) :
Employer and Internal Branding
Organizational branding
Brand of non-profit organization /
- Lecture
- Small group discussion
- Case study
- employer branding categories
- internal branding
- internal communication as internal branding techniques
11 / Entities (2) :
Places and Destination branding /
- Lecture
- Small group discussion
- Case study
- content of places
- destination branding
- tourism branding
- City and Nation Branding
12 / Entities (3)
Personal and Political Branding /
- Lecture
- Small group discussion
- Case study
- Personal and Political Branding
13 / Brand Culture and Brand communities
Brand relationship and customer relationship /
- Lecture
- Small group discussion
- Case study
- Brand Culture and Brand communities
- Brand relationship and customer relationship
14 / Equity : the reason why build the brand /
- Lecture
- Small group discussion
- Case study
- approach of brand equity :
- subjective and objective approach
- asset of brand equity :
- brand awareness
- perceive quality
- Brand association
- brand loyalty
- brand image
- brand preference
- research of brand equity
15 / Workshop / Project Based Learning (PjBL) / Discussion : Progress report brand building – communication / Descriptions of branding techniques done in accordance with lectures 9 and 10-13 (depending on the case chosen)
Presentation
- Discussion of the theme (clear, accurate, and concise) and topic argumentation
- Flow and logics of the proposal
- Presentation techniques (engaged with the audience, clear, professional, and sticking to the time limit)
16 / Final Exam / Project Based Learning (PjBL) / Presentation :
Final project report / Project totality (revision 2-6) and 9 as well as 10-13 (depending on the case chosen)
Presentation:
- Discussion of the theme (clear, accurate, and concise) and topic argumentation
- Flow and logics of the proposal
- Presentation techniques (engaged with the audience, clear, professional, and sticking to the time limit)
Assignment And Project Description
A. Student Projects:
Strategic branding is designed as the introductory course of the professional practice in branding. Thus, this subject emphasizes on concepts and applications on branding activities. The assessment for the subject will be based on integrated major assignments, from the first meeting until the end of the semester. The assignment is divided into three main components:
- Research project .
The first part of final assignment is research, including internal factor analysis (self analysis, evaluation of previous project etc.) and external analysis (competitors, environment analysis including consumer insight).
- Branding strategy (formulating the brand)
In this assignment, students will need to focus on a general strategic planning, consisting of:
-Situational analysis based on previous research project (SWOT analysis),
-Brand architecture decision,
-Brand identity decision,
-Brand positioning,
-Brand essence.
-Brand Activation and touch points
-And other aspects are needed (depend on entity)
Group Assignment:
The class is divided into …..groups; each group consists of ….. persons. The responsibility of the class chairman to form the groups.
Tasks:
Students are asked to develop branding strategies for the following organisational entities (will be discussed at 4th meeting)
B. How to submit your project
- The reports must be submitted in HARD COPY (PRINT) and SOFT COPY (all materials to be burned in one CD + box )
- The submitted material should be made in attractive designs;
- Attach NAME, student number, telephone number, email address, and photo of each member in a group, at the last page of the assignment (if students fail to include the names of the members of the team, the concerned students will not be graded).
- Submit your task ON TIME! Every late submission will be degrading your points.
The sample of CD design and box that have to be submitted for grading:
-All students are expected to attend classes and complete all assignments.
-One points will be awarded for each class participation. This point will included on mid test and final test.
-On a group task, the students have to discuss and work on cases/task together.
-Plagiarism will not be tolerated. Students will type all documents that are to be graded.
- All presentations will be done with PowerPoint and/or others presentation materials.
- Submit your task 0ntime. Late submission will be penalized of 20% - 60% mark reduction
Additional Information
Class Format
-The course consists primarily of two integrated components. One component involves reading and discussing a basic advertising principles text. The second component involves forming the entire class into an advertising agency and having it develop and implement media planning and buying for your client.
-The normal classroom format will involve a discussion of the material assigned for the day. Clearly, the value of each class session will be highly dependent on the quality of contributions made by the class. Consequently, each class member is strongly encouraged to contribute his or her best efforts to maintain a high level of discussion throughout the course. You are strongly encouraged to seek out material not included in the required reading assignments.
Regulations
-Students are obliged to understand and comply with all the applicable regulations on campus ethics.
-Students should be on time (late tolerance are by approval in the first meetings)
-Students should be active to find out the materials and class discussion. The lecturer’s task are directing, controlling and examining the class activity.
-The students aren’t allowed to conductactivitiesthatdo notsupport thelecturesinthe classroom(chatting, read abookthatis notmaterialof marketing communication, working on other task, etc.)
-Studentsmustspeakwith apolite manner, by face tofacemeetingsorusingothermedia(phone, sms, email etc)
-Students should wear a standard clothes
You may notuse:flip-flops, shorts, miniskirts, transparentgarments, wearinghatin the class, and other immodest clothing
- Students are allowed to eat and drink in the class as long as does notinterfere yourfriendsandlectures;
-Keep the room clean. You must waste the rubbishinthetrash can. If the class look dirty when the class finish, you will get penalty for your mid exam or final exam.
-Classroom is nonsmoking area. You should asking permit from lecturer if you need to go out for smoking
Task of the class chairman
-Prepare the LCD, sound system, board marker, reserved laptop, and attendance list. Before the lecturer attend the class, all the mentioned above should be available in the class room
-Responsible forcoordinating thegroup.Provide the class data (groups) – name, student identity number, email, phone, photos.
-Communicate with all members of the class ifthere isan announcementofLecture
Assignment consultation
We are fully aware that the assignment loads for students are quite heavy, plus other subject assignments. However, those do not prevent the students from being underperformed. The Assignment consultations are available since week four (by appointment-check how to make an appointment with lecturers). Please drop by to our office or to the other agreed places for consultations if they are deemed to be useful to improve the quality of the assignments as expected.
Communication with lecturers:
Students may call, email or send SMS/WA (based on lecturer’s preference) to the lecturers when they have something to discuss.
Please keep in mind that this communication is not the means for getting permission to be absent and come late to the class.
SMS/ email should be sent in a polite language.
Plagiarism and Deceitful Actions
To avoid fraudulent activities/ plagiarism, students are asked to attach the statement of anti-plagiarism (attached) in every single assignment submitted. By signing the statement, students understand and are bound to receive any risk and consequence of committing any plagiarism actions.
To understand the definition of plagiarism and how to avoid it, please check referencing system. For group assignments, students are responsible not only to the individual work, but also to the group work.
Subject materials and announcement
Lecture materials will be uploaded on avina.lecture.ub.ac.id. Lecture plans (SAP), assignment remarks, lecture handout, and the like will be uploaded on that blog. Please regularly check the blog to get the latest news on the subject.
Students are fully responsible to sign in on the account (do not rely merely on your friends). The published materials are only for internal usages.
Complaints and Critiques of your Groups
This subject has a high level of group dynamics. Given the fact that this is a group based assessment subject, students are allowed to log “the peer evaluation form” if they feel imbalanced workloads within the individual group. Submit the form maximum 1 week after the assignment reports.
Complaints and critiques of teaching methods
Lecturers are open to critiques and suggestions as long as they are addressed politely. Please log your complaints and suggestions directly after the class (in private) or through email. We will try our best to solve the problems or we will try to respond the concerns promptly. Do not hesitate to discuss with us.
Attendance and Mark Complaint
Attendance is the personal responsibility of each student with the academic department. Students are required to be present for the minimum of 80% of all the meetings. There is no mark improvement/ assignment addition if students fail to fulfil this requirement. Complaint clarification on the grade should be submitted 3 days at the latest after the grade is published.