Course : Brand Activation

Course Code : BMKT 41222

Credit Value : 2

Status : Compulsory

Level    : Level 4

Semester    : Semester I

Overall Learning Outcomes : At the end of the session students should be able to;

  1. develop a brand activation  plan being consistent to the essentials by considering the different natures in markets and product categories
  2. propose the most  effective brand activation and performance evaluation strategies to conduct a holistic activation event to meet set objectives in a creative manner
  3. demonstrate the substance  in planning and executing brand activation plans considering the practical challenges  encounter in execution
  4. internalize the personal trigger in executing an activation plan in turbulent market condition to meet the set objectives effectively

Course Content :


Topic No.

Topic

Learning Outcomes

Teaching and Learning Method

Method of Assessment

1

Outline the scope of brand activation and content of the activation plan

At the end of the session students should be able to;

  1. outline the content needed for brand activation program
  2. design a brand activation program for a given situation or opportunity
  3. illustrate effective  fundamentals to design and implement brand activation program
  4. assess the activation components in designing a brand activation (including the role of marketing promotional mix and event organizing basis)

Lectures

Class room discussions

End Semester Examination Group simulation report and presentation

2

Managing stakeholders for brand activation

At the end of the session students should be able to;

  1. appraise internal and external stakeholders in designing brand activation (such as macro and micro environment impacts and internal factors)
  2. display the skills of motivating and coordinating stakeholders in brand activation programs
  3. demonstrate how to instruct stakeholders in brand activation professionally (including outsourcing agency management role)
  4. develop the skills of managing stakeholders and processes in executing a brand activation

Discussions

Industry interviews and workshop




Simulation presentation event and report

3

Planning brand activation programs: setting objectives, strategies and operational integration

At the end of the session students should be able to;

  1. develop a brand activation program being consistent to set objectives
  2. decide the most effective content to design a brand activation (including promotional elements, time scheduling, content of outsourcing services)
  3. demonstrate the ability of planning an activation program pertained to a given market scenario
  4. evaluate the challenges of activations in turbulent market conditions (such as managing time pressure, budget pressure and people factors)

Group discussions Case study  and workshop

(guest speech)

End Semester Examination Group simulation presentation event  and report

4

Operationalization of brand activation strategies: Execution of set activities

At the end of the session students should be able to;

  1. develop an action plan to implement a brand activation plan including time plan, delegating responsibility & project coordination.
  2. formulate the best set of content to implement a brand activation plan (including the selection of integrated promotional tools and media portfolio)
  3. decide the rational content needed for effective execution of activation plan (including selecting most effective promotional tools at a given budget and timelines)
  4. develop the skills of managing operational challenges in executing brand activation

Lectures, buzz groups and case study discussion

End Semester Examination Group assignment report

5

Integration of brand activation programs: Synergizing activity  coordination

At the end of the session students should be able to;

  1. develop brand activation guidelines to coordinate the processes
  2. propose activation event coordination techniques for synergizing the results
  3. illustrate the strategies useful in coordinating an activation
  4. produce real life methods to avoid the coordination issues pertained to brand activation
  5. internalize the substance of leadership to integrate subsets of a brand activation program

Industry case reviews Brainstorming sessions ice-breaking

Class room activity report Simulation presentation event

6

Simulating and evaluating of  performance of brand activation events

At the end of the session students should be able to;

  1. evaluate the alternative approaches to implement an activation program in real life scenarios
  2. propose creative solutions for simulating a brand activation program to result intended brand performance (including promotional creativity and implementation tactics to overcome prevailing or ad-hoc challenges)
  1. demonstrate the ability of evaluating brand activation event against set objectives
  2. assess the rationale of simulating an activation event considering the real life condition of the market (such as planning and executing activities along with the practicality of the market and customer behavior)
  3. assess the best approach of evaluating the results of a brand activation program under defined limitations (including the results of brand awareness, sales push, intermediary contribution and product adaptation in the case of new product activation)

Lectures

Case study Industry guest lectures


Group discussions followed by presentations

End Semester Examination  Simulation presentation event and report


Recommended Reading:

  1. Aaker D.A. (2004), “Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity”, Simon and Schuster Inc.
  2. Kapferer, J .(2012), " The New Strategic Brand Management: Advanced Insights and Strategic Thinking ", 5th Edition, Kogan Page   Publishers.
  3. Kapferer, J .(2008), " The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term ", 4th Edition, Kogan Page Publishers.
  4. Chernatony  L. D. (2010) ‘“From Brand Vision to Brand Evaluation : The Strategic Process of Growing and Strengthening Brands” , 3rd edition,  Taylor & Francis Publishers.
  5. Chernatony, L.D. (2009), "From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands", 2nd Edition, Butterworth-Heinemann.
  6. Elliott, H.R., Elliott, R. and Percy, L. (2007), "Strategic Brand Management ", Oxford University Press.
  7. Randall, G.(2000), " Branding: A Practical Guide to Planning Your Strategy ", 2nd Edition, Kogan Page.
  8. Mariotti, J.L. (1999), "Smart things to know about brands & branding ", John Wiley & Sons.
  9. Holt, D.B."How Brands become Icons: The Principles of Cultural Branding", 1st Edition, Harvard Business Review.
  10. Chernatony L., McDonald M. and Wallace E.  (2010),“Creating Powerful Brands”, 4th edition, Taylor & Francis Publishers.
  11. Malcom, M. and Chernatony, L.D. (2003), "Creating Powerful Brands: The strategic route to success in consumer, industrial and service markets", 3rd Edition, Elsevier Ltd.
  12. Keller, K.L., Parameswaran, M.G. and Jacob, I. (2011), "Strategic Brand Management: Building, Measuring, and Managing Brand Equity", 3rd Edition, Pearson Education.
 

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