MBA Online

ICS , Graduate School of International Corporate Strategy

[Term 4] Brand Management (S. Akutsu) (2009/Term 3&4 (Spring&Summer))

This is an advanced marketing elective course that focuses on the development and implementation of brand management. Managers in charge of a brand(s) face many challenges, such as (1) developing brand strategies that synthesize internal resources and competitive strategy, (2) clarifying brand philosophies, (3) generating and motivating brand identities, (4) understanding the brand images of key customers in depth, (5) communicating brand identities effectively with customers, (6) designing a comprehensive brand architecture, (7) developing and implementing brand building programs, (8) evaluating brand’s value conceptually and quantitatively, and (9) managing brands over time and across cultures.

The goal of this course is to provide students with concepts, theories, models, and methods that will help resolve these challenges. It is complementary to the database-marketing elective as it places more emphasis on concepts and theories, while the database-marketing course stresses empirical methods and quantitative data analysis.
Course Structure

In the first class, the course overview is provided. Fundamental questions concerning brand are discussed such as (1) what is brand, (2) why it is important, (3) to whom it is important, (4) when it is important, (5) where it is important, how to build it, and who should be in charge. Guidelines for the group project are also provided.

Thereafter, the course is structured in three modules. The first module introduces key concepts and models of brand management. In particular, it closely examines different conceptualizations of brand equity and brand identity. Insights and implications each conceptualization conveys, as well as other related concepts, are discussed. A variety of measurement models and scales of brand equity are also introduced.

The second module covers the basic models of brand strategy and branding, as well as their relationships with organizational capabilities and market opportunities. Organizational capabilities of brand building are identified and their roles are discussed. Akutsu and Ishida’s Context Branding Model is introduced as a frame of branding that has been developed and proven in the Japanese and other overseas markets.

The third module covers brand portfolio strategy and other advanced topics of brand strategy and branding. David A. Aaker’s Brand Portfolio Model is introduced and its relation to Context Branding Model is discussed. Other topics include branding nations and branding in Asia.
Teaching Method

While this course consists primarily of case discussions, lectures, videos, and guest speaker sessions are combined to effectively teach both theory and practice. Due to the nature of this advanced elective course, students are expected to enthusiastically prepare for and participate in the class. Students have an opportunity to present the outcome of their group project in a later session.

Programme Structure

In a global and unpredictable environment, business leaders must be equipped with extremely broad skills. They need both global and local perspectives, the ability to deal with constant changes and to manage complexity and lead innovation. Today’s managers also need to be able to communicate effectively in multiple languages. By encouraging independent thought, team collaboration and open communication, CEIBS provides students with the tools for success in many career paths.

The 18-month, full-time programme consists of compulsory courses of 37 credits in total, elective courses of 21 credits in total, and a practicum of 5 credits. It is designed to lay a solid foundation of management fundamentals, while providing flexibility to tailor to individual interests and career ambitions by offering two concentrations in Finance and Marketing respectively. Moreover, students are given the option to take part in the school’s impressive international exchange programme with the world’s top-tier business schools.

Teaching Methods

Although teaching methods vary by subject, most of the lectures and case studies come alive thanks to our professors’ extensive real-life experience in the business world. Most of cases are introduced from top schools like Harvard Business School, but CEIBS is accumulating a pool of China-specific cases written by its faculty and Case Development Centre. In addition to mainstream textbooks, teaching materials are also drawn from a variety of current sources such as academic journals, magazines, and videos. Some courses are delivered in formats like simulations, guest speeches, and seminars.

Language Courses

In the first academic year, a list of non-credit language courses are offered free of charge:
Chinese (beginning level)
Chinese (elementary level)
Chinese (intermediate level)
French (beginning level)
Spanish (beginning level)

International students are required to learn Chinese and encouraged to take the Chinese Proficiency Test (also known as HSK) to facilitate their MBA study and future career in China. It is impractical to start a career of professional manager in China without adequate Chinese language skills.

Compulsory Courses

The core curriculum consists of a total of 14 compulsory courses, covering topics in Statistics, Economics, Finance, Accounting, Marketing, Operation Management, Strategy, and Business Ethics.