KAZAKHSTAN INSTITUTE OF MANAGEMENT, ECONOMICS AND
STRATEGIC RESEARCH
BANG COLLEGE OF BUSINESS
BRAND MANAGEMENT
Course Code:
MK 3214
Semester:
Summer 2011
Credits:
3
Prerequisites
Intermediate Marketing
Instructor:
Igor Makienko, Ph.D.
Required
Textbook:
Required:
Kevin Lane Keller, Strategic Brand Management , (Prentice Hall, 2nd ed., 2003 or
2008) ;
Course
Description:
Brand Management is an advanced course designed for students with marketing
major, which explores issues relevant to deep analysis of branding strategies and
tactics. Students are expected to enter the course with in-depth knowledge of
current marketing concepts and theories. Students must be comfortable with
analyzing marketing problems, developing solutions, designing and implementing
strategies and tactics.
Course
Objectives:
Brand Management introduces students to state-of-the-art research and
practice in branding. Classes emphasize 1) discussion of the field’s most current
branding concepts, principles, and theories, and 2) application of brand
management concepts to actual business situations through assignments.
Expected
Learning
Outcomes:
Upon completing this course, students should be able to:
Office # 351 Dostyk Bldg.
Phone: 777 681 7392
E-mail: i.makienko@umail.kimep.kz
Office hours: M-F 14.30-16.00
1. Define, explain and illustrate basic brand management concepts, principles
and theories;
2. Develop brand strategies based on corporate goals, ethics, consumers’ needs
and business environment;
3. Analyze global and local branding strategies;
4. Evaluate the effectiveness of brand management.
Instructional
Methods:
Lecture, home readings, discussion, home and in-class assignments and student
presentations will be used to accomplish course objectives. The assessment of
learning progress will be based on assignments and tests.
General
Classroom
Guidelines:
1
2
3
4
5
6
7
Guidelines for
Tests
and
Assignments:
Academic
Dishonesty:
You are responsible for all your grades. To get what you want you should
plan your outside class study process accordingly. You are expected to be
fully prepared to participate in discussion covering the ongoing topics. Do
not approach me at the end of the semester to ask about extra credit
opportunities.
If you are concerned about your exam, assignment or overall course
performance, please, do not wait until the end of the semester - contact
me as early as possible to prevent worse problems from developing.
You are expected to be on time and respect the instructor and your
classmates.
You should turn off your cellular phone prior to coming to class.
You should refrain from using electronic devices in class for anything
other than note-taking or assessing class materials.
Attendance of all lectures is mandatory. You are expected to attend class
for the entire class period. Excessive absences, tardies and early exits
will result in a lower grade. At the end of the semester I will subtract up
to 10 points from your total grade for each instance.
You are expected to be fully prepared to participate in discussion
covering the ongoing topics.
All material covered in class (even if not presented in the text) and in the
text (even if not discussed in class) is fair game for exams.
 Missed exams will result in a zero score. There will be no make-up exams
unless you have excused absence according to University policy. All makeup work must be done within three days after your come back to class.
 Assignments turned in after the due date will not be accepted.
 In general assignments will be judged on the following: professional
presentation (spelling and grammatical errors); organization and clarity;
accuracy and completeness.
 You should put your name and class number on all assignments.
 Written assignments must be typed, double-spaced and stapled (if there
is more than one page). Hand-written assignments and assignments that
are not double-spaced and/or not stapled will be eligible to receive not
more than 95% of total possible points.
 When you present your projects you should use PowerPoint software and
you must give me a printed copy of your slides before your presentation.
Print the slides in the six per page format.
You are expected to do your own work. Any violation of University policy on
academic dishonesty won’t be tolerated. Violations of the University’s academic
code include, but are not limited to possession of, or use of unauthorized
materials during tests; providing information to another student; copying the
work of another person without correct citation etc. Violations may result in
academic penalties, including receiving an F in this course.

2
Final
Grade Grades will be allocated according to the following scheme:
Continuous Assessment:
Break
Down
- Home and In-Class Assignments
- 70 points
Summary:
- Mid-term Exam
– 75 points
Final Assessment:
- Home Assignment/Group Project
- 50 points
- Final Exam
– 75 points
Grading
Scale:
Class Participation
- 30 points
Total Points:
A+
A
AB+
B
B-
90-100
85-89
80-84
77-79
73-76
70-72
(~23 %)
(25 %)
( ~16%)
(25 %)
(10%)
- 300 points
C+
C
CD+
D
D-
67-69
63-66
60-62
57-59
53-56
50-52
F
below 50
*******************************************************************************************************************************************************************
TENTATIVE COURSE SCHEDULE: All dates and topics are subject to change. It is your
responsibility to be aware of changes that are announced in class.
Week
Date
Topic
Chapter
July
1
11
12
13
14
15
Overview of the Course/Basic Concepts
Brands and Brand Management
Brands and Brand Management cont-d.
Customer-Based Brand Equity
Customer-Based Brand Equity cont-d./Brand Positioning
Assignment One due
*
2
*
*
*
1
1
2
2/3
*
18 Brand Positioning cont-d.
Ch. 3
19 Choosing Brand Elements
Ch. 4
20 Designing Marketing Programs/Integrated Marketing Communications Ch. 5/6
Mid-Term Exam (Ch. 1-5)
21 Integrated Marketing Communications cont-d.
Ch. 6
22 Leveraging Secondary Brand Associations
Ch. 7
Assignment Two due
*
3
*
Ch.
Ch.
Ch.
Ch.
*
*
*
*
*
25 Designing and Implementing Branding Strategies
26 New Products and Brand Extensions
27 Strategic Brand Management Guidelines
Final Exam (Ch. 6/7, 11/12, 15)
28 Discussion of Main Topics
29 Assignment Three due/Presentations
Ch. 11
Ch. 12
Ch. 15
3