Course and Examination Fact Sheet: Spring Semester 2015

Transcription

1 Course and Examination Fact Sheet: Spring Semester ,218: Corporate Brand Management ECTS credits: 4 Overview examination/s (binding regulations see below) Decentral Written examination (40%, 60 mins.) Decentral Presentation (in groups all given the same grades) (30%) Decentral Group examination paper (all given the same grades) (30%) Attached courses Timetable Language Lecturer 8,218,1.00 Corporate Brand Management English Herhausen Dennis, Schögel Marcus Course information Course prerequisites This course is part of the SIM Master. Course content Brands are increasingly recognized as being an important intangible asset. One industry after another has discovered that strong brands are necessary to compete in the marketplace. But although many companies already realized the importance of strong product brands, most corporations still neglect corporate brand management. As such, many companies focus most of their branding efforts on customers and do not address other stakeholders such as shareholders, employees, and the public. Corporate branding, however, entails the challenge of creating a consistent and favorable brand image across all stakeholder groups. At the same time, many companies have multiple brands at different organizational and hierarchical levels (e.g., Nestlé and Nesquik) and have developed strategic alliances with other brands (e.g., Star Alliance). Hence, another central challenge of corporate brand management consists in developing an adequate brand architecture and managing the brand portfolio of an organization. Therefore, this course focuses on top management s increasingly important task of corporate brand management. It not only aims to improve the understanding of brand equity but also discusses the principles of brand management. The goal of the course is to discuss the key elements, issues, and challenges in corporate brand management on the basis of a real life case. This should enable students: To understand the nature and components of brand strength and brand equity the set of assets (or liabilities) associated with a brand that add (or subtract) value. To study the major tasks and challenges of corporate brand management corporate branding, behavioral branding, and managing brand architectures (brands, sub brands, endorsed or ingredient brands). To understand the psychological and behavioral foundations that form the basis for a successful corporate brand management. Course structure Possible changes in the schedule will be published online ( Course literature Recommended Literature Fact sheet version: 1.0 as of 01/08/2015, valid for Spring Semester 2015 Page 1 / 5

2 Books Aaker, D. A. (2002): Building Strong Brands, New York: Free Press. Aaker, D. A. (2004): Brand Portfolio Strategy, New York: Free Press. Aaker, D. A./Biel, A. L. (1993): Brand Equity & Advertising, Hillsdale, NJ: Erlbaum. Aaker, D. A./Joachimstaler, E. (2000): Brand Leadership, New York: Free Press. Kapferer, J. N. (2004): The New Strategic Brand Management, London: Kogan Page. Keller, K. L. (2003): Strategic Brand Management (2nd ed.), Upper Saddle River, NJ: Prentice Hall. Articles Aaker, Jennifer L. (1997). Dimensions of Brand Personality. Journal of Marketing Research (JMR). Aug1997, 34 (3), p Aaker, D. A. (1990): Brand Extension: The Good, the Bad, and the Ugly, in: Sloan Management Review, Vol. 31, No. 4, pp Aaker, D. A./Joachimsthaler, E. (2000): The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, in: California Management Review, Vol. 42, No. 4, pp Balmer, J. M. T./Greyser, S. A. (2006): Corporate Marketing Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation, in: European Journal of Marketing, Vol. 40, No. 7/8, pp Balmer, J. M. T./Greyser, S. A. (2002): Managing the Multiple Identities of the Corporation, in: California Management Review, Vol. 44, No. 3, pp Bickerton, D. (2000): Corporate reputation versus corporate branding: the realist debate, in: Corporate Communication, Vol. 5, No. 1, pp Burmann, C./Jost Benz, M./Riley, N. (2009): Towards an identity based brand equity model, in: Journal of Business Research, Vol. 62, No. 3, pp Burmann, Ch./Zeplin, S. (2005): Building brand commitment: A behavioural approach to internal brand management, in: Journal of Brand Management, Vol. 12, No. 4, pp Carter, R.E./Curry, D.J. (2012): Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension, in: Journal of the Academy of Marketing Science, forthcoming (DOI /s z). Du on, J. E. and J. M. Dukerich (1991). Keeping an Eye on the Mirror: The Role of Image and Identity in Organizational Adaption. Academy of Management Journal 34(3): Gilly, M. C. and M. Wolfinbarger (1998). ʺAdvertisingʹs Internal Audience.ʺ Journal of Marketing 62(1): Gregory, A. (2007): Involving Stakeholders in Developing Corporate Brands: The Communication Dimension, in: Journal of Marketing Management, Vol. 23, No. 1 2, pp Gylling, C./Lindberg Repo, K. (2006): Investigating the links between a corporate brand and a customer brand, in: Journal of Brand Management, Vol. 13, No. 4/5, pp Harris, F./de Chernatony, L. (2001): Corporate branding and corporate brand performance, in: European Journal of Marketing, Vol. 35, No. 3/4, pp Hatch, M. J./Schul, M. (2001): Are the Strategic Stars Aligned for your Corporate Brand?, in: Harvard Business Review, pp Henkel, S., et al. (2007). Managing brand consistent employee behaviour: relevance and managerial control of behavioural branding. Journal of Product & Brand Management 16(5): Kapferer, J. N. (2005): The post global brand, in: Brand Management, Vol. 12, No. 5, pp Keller, K. L. (1994): Conceptualising, Measuring and Managing Customer Based Brand Equity. In: Journal of Marketing. No. 1, S. 1 Fact sheet version: 1.0 as of 01/08/2015, valid for Spring Semester 2015 Page 2 / 5

3 22. Miles, S. J./Mangold, G. (2004): A Conceptualization of the Employee Branding Process, in: Journal of Relationship Marketing, Vol. 3, No. 2/3, pp Morgan, N.A./Lopo L.R. (2009): Brand Portfolio Strategy and Firm Performance, in: Journal of Marketing, Vol. 73 No. 1, pp Rao, V.R./Agarwal, M.K./Dahlhoff, D. (2004): How Does Branding Strategy Affect the Intangible Value of a Corporation? in: Journal of Marketing, Vol. 68 No. 3, pp Rao, A. R./Ruekert, R. W. (1994): Brand alliances as signals of product quality, in: Sloan Management Review, No. 3, pp Roper, S./Davies, G. (2007): The Corporate Brand: Dealing with Multiple Stakeholders, in: Journal of Marketing Management, Vol. 23, No. 1 2, pp Schmitt, Bernd (2012). The Consumer Psychology of Brands. Journal of Consumer Psychology, 88 (1), p7 17. Schultz, M./de Chernatony, L. (2002): Introduction The Challenges of Corporate Branding, in: Corporate Reputation Review, Vol. 5, No. 2/3, pp Schul, M./Hatch, M. J. (2003): The Cycles of Corporate Branding: The Case of the Lego Company, in: California Management Review, Vol.46, No. 1, pp Wentzel, D., Henkel, S., Tomczak, T. (2010). ʺCan I Live Up to That Ad? Impact of Implicit Theories of Ability on Service Employeesʹ Responses to Advertising.ʺ Journal of Service Research 13(2): Wentzel, Daniel; Tomczak, Torsten; Herrmann, Andreas. The moderating effect of manipulative intent and coginitive resoureces on the evaluation of narrative adds. Psychology & Marketing. May2010, Vol. 27 Issue 5, p Additional course information The course follows a real integrative and interdisciplinary approach by analyzing corporate branding decisions from different perspectives. In an interactive se ing, the students will be asked to form teams to work on different tasks regarding challenges in the field of corporate brand management on a specific real life case. A real company will provide an interesting case study the students have to work on. Teams work as consultants for the company and present their concepts at the end of the course to corporate representatives. Teams are coached by Prof. Dr. Marcus Schögel and Prof. Dr. Dennis Herhausen, and will have a final rehearsal before presenting their results. Guest lectures of academics and managers on selected topics complete the course. Examination information Examination sub part/s 1. Examination sub part (1/3) Decentral Written examination (40%, 60 mins.) Extended Closed Book The use of aids is limited; any additional aids permitted are exhaustively listed under ʺʺ. Basically, the following is applicable: At such examinations, all the pocket calculators of the Texas Instruments TI 30 series and bilingual dictionaries without Fact sheet version: 1.0 as of 01/08/2015, valid for Spring Semester 2015 Page 3 / 5

4 hand written notes are admissible. Any other pocket calculator models and any electronic dictionaries are inadmissible. In addition, any type of communication, as well as any electronic devices that can be programmed and are capable of communication such as notebooks, tablets, PDAs, mobile telephones and others, are inadmissible. Students are themselves responsible for the procurement of examination aids. No supplementary aids allowed. Examination languages 2. Examination sub part (2/3) Decentral Presentation (in groups all given the same grades) (30%) Practical examination No examination aid rule is necessary for such examination types. The rules and regulations of the University of St. Gallen apply in a subsidiary fashion. Examination languages 3. Examination sub part (3/3) Decentral Group examination paper (all given the same grades) (30%) Term papers Term papers must be written without anyone elseʹs help and in accordance with the known quotation standards, and they must contain a declaration of authorship. The documentation of sources (quotations, bibliography) has to be done throughout and consistently in accordance with the APA or MLA standards. The indications of the sources of information taken over verbatim or in paraphrase (quotations) must be integrated into the text in accordance with the precepts of the applicable quotation standard, while informative and bibliographical notes must be added as footnotes (recommendations and standards can be found, for example, in METZGER, C. (2013), Lern und Arbeitsstrategien (11th ed., 3rd printing). Aarau: Sauerländer). For any work written at the HSG, the indication of the page numbers both according to the MLA and the APA standard is never optional. Where there are no page numbers in sources, precise references must be provided in a different way: titles of chapters or sections, section numbers, acts, scenes, verses, etc. For papers in law, the legal standard is recommended (by way of example, cf. FORSTMOSER, P., OGOREK R. et SCHINDLER B. (2014, Juristisches Arbeiten: Eine Anleitung für Studierende (5. Auflage), Zürich: Schulthess, or the recommendations of the Law School). Fact sheet version: 1.0 as of 01/08/2015, valid for Spring Semester 2015 Page 4 / 5

5 Examination languages Examination content At the end of the course the students will have to present their working results to the lecturers and to company representatives (30% of the final grade). Additionally, the groups will have to write a paper in which they summarize their working results in order to receive the a estation (30% of the final grade). The length of the paper should not exceed 20 pages and shall correspond to general scientific requirements. Finally, there is a wri en exam (40% of the final grade). It is taken for granted that students prepare for the lectures and play an active role within the course. The attestation will only be certificated if the overall score is at least 4.0. If the student does not achieve the claimed score, s/he can repeat the exam once. Examination relevant literature please refer to the recommended literature Please note We would like to point out to you that this fact sheet has absolute priority over other information such as StudyNet, faculty members personal databases, information provided in lectures, etc. When will the fact sheets become binding? Information about courses and examination time (central/decentral and grading form): from the start of the bidding process on 22 January 2015 Information about decentral examinations (examination aid rule, examination content, examination relevant literature): after the 4th semester week on 16 March 2015 Information about central examinations (examination aid rule, examination content, examination relevant literature): from the start of the enrolment period for the examinations on 6 April 2015 Please look at the fact sheet once more after these deadlines have expired. Fact sheet version: 1.0 as of 01/08/2015, valid for Spring Semester 2015 Page 5 / 5