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Main
UQU Programs
Marketing

Product and Brand Management

MA4114
3 hours English

Product and Brand Management

Product and Brand Management
MA4111 Integrated Marketing Communications
3 hours One requisite
1 Introduction to the course Brand Management
2 Brands and Brand Management
3 Customer-Based Brand Equity
4 Brand Positioning
5 Designing Marketing Programs to Build Brand Equity
6 Developing a Brand Equity Measurement and Management System
7 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
8 Customer-Based Brand Equity
9 Integrating Marketing Communications to Build Brand Equity
10 Brand Knowledge to Build Brand Equity
11 Developing Brand Equity Measurement and Management System
1.1 Mapped to: K1

Students will be able to demonstrate the importance of brand management in marketing. Understand the role of packaging and labeling in order to develop a product to brand.

Teaching Strategy Lectures, class discussions and case studies
Assessment Methods Case studies, group report and presentation assignments and quizzes
1.2 Mapped to: K4

Identify proper measurement of brand equity and brand performance. Name key principles of branding and explain branding concepts and ideas in their own words

Teaching Strategy Lectures, class discussions and case studies
Assessment Methods Case studies, group report and presentation assignments and quizzes
2.1 Mapped to: S1

Implement techniques and methods to develop right strategies for branding of a products keeping in view of market competitions. So that students will able to design a plan for branding of products.

Teaching Strategy Lectures, class discussions and case studies Enhance Critical thinking of students by engaging students in small groups with some particular assignment with related to topics
Assessment Methods individual task also.
2.2 Mapped to: S2

Analyze the process and issues associated with the development of products& brand and how they are adopted by markets.

Teaching Strategy Lectures, class discussions and case studies
Assessment Methods Case studies, group report and presentation assignments and quizzes
3.1 Mapped to: V1

Participate in effective written, verbal and nonverbal communication skills

Teaching Strategy Lectures, class discussions and case studies
Assessment Methods Case studies, group report and presentation assignments and quizzes
3.2 Mapped to: V2

Develop teamwork skills and be able to collaborate with others

Teaching Strategy Lectures, class discussions and case studies
Assessment Methods Case studies, group report and presentation assignments and quizzes
3.3 Mapped to: V3

Follow ethical principles, such as acknowledging sources in written assignments.

Teaching Strategy Lectures, class discussions and case studies
Assessment Methods Case studies, group report and presentation assignments and quizzes
Assessment
Weight
Midterm Exam
25%
Final Exam
40%
Project
25%
Participation
10%
Total
100%