Course in Strategic Brand Management

Indian Institute of Management Calcutta
In Kolkata

Price on request

Important information

  • Course
  • Kolkata

Important information

Where and when

Starts Location
On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
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Course programme

Term V

Successful brand building has become one of the most potent weapons in the war of gaining long-term sustainable competitive advantage. Strong brands have, over the years, acquired the status of the most valuable intangible asset of a company. Brand equity, though not overtly present in the balance sheet, represents potential value, which often far exceeds the total value of the tangible assets of a company. Besides, brands provide relative immunity from the inroads of competition and help create a loyal franchise for the products or the organization. In an increasingly complex world replete with mind-boggling choices, brands act as surrogates to guide consumers' preferences and choices. Brands help to build sustainable relationships with the consumers. Brands can be leveraged to gain preferred positions with suppliers, channel intermediaries, opinion leaders, lobbyists and other publics. Strong brands lend endurance and permanence to an organization and protects it form the market turbulence an uncertainties.
Given its strategic role, marketing students must develop a critical understanding of the processes involved n building and managing brands. This elective course would create such a learning opportunity.

Course Administration:
The course coordinator along with a set of industry guest speakers will jointly handle this 3-credit course. The idea behind this is that exposure to real life brand building exercises and lessons therefrom, are essential to reinforce the conceptual learning. Thus, about half of the inputs will come from the real world practices in this field. In addition, classroom discussion of published case studies would provide an additional dose of reality exposure. Hence, the introduction of this elective is critically dependent on industry cooperation and involvement.

Course Content:
The IIMC course coordinator will cover the following topics in roughly 15-16 hours of input sessions including case studies:
a. The Role of Branding
b. The Brand Architecture
c. Developing a Brand
d. Managing a brand over time
e. Brand portfolio strategies
f. Leveraging the brand
g. Corporate branding
h. Digital brand
i. Measuring brand equity

The remaining 15 hours or so would be devoted to industry experience sharing on the above topics drawing real life cases from their respective organizations.

Course Evaluation:
The student will be evaluated on the following components:
a. Group Project - 30%
b. End-term Exam - 30%
c. Industry-based Assignments - 40%

The exact nature of the industry assignments will be finalized after discussion between the course coordinator and the industry visiting faculty.