Learning Objectives
By the end of the course, students will be able to:
SYTYCB course work comprises several components, including assignments, project work, tests, and participation in discussions during lectures.
- Explain the concepts, principles and tools used to manage brands and build brand equity;
- Define the product and the brand and put together its marketing mix;
- Test the brand and mix in pretest and/or test markets;
- Monitor and refine the brand and mix as it flows from test market to national introduction; and
- Experiment and blog about brand concepts discussed in class.
SYTYCB course work comprises several components, including assignments, project work, tests, and participation in discussions during lectures.
Team Project
The objective of the project is to allow students to experiment with the branding practices discussed in class. the classes will form teams, and choose their brand of choice to work on during the course. Throughout the semester, they will be provide project updates through assignments and posts on a blog they will create, from the perspective of a marketing team wanting to strengthen the brand's position in Singapore.
Blog Assignments
To experiment with branding management processes, class assignments go hand-in-hand with the team project, which will guide students step-by-step through the major decisions managers need to take in creating, maintaining and leveraging the equity of their brands. The assignments largely follow the Customer Brand-Based Equity (CBBE) model, to give students a comprehensive overview of the various factors to be considered in brand-building.
Yes-We-Think-We-Can-Brand Guest Lectures
Every semester, different guest speakers are invited to class, with the objective of sharing their work experiences, related to branding and brand management topics in their respective lines of work, to give students insights to the branding approach of various industries.
To find out more about these lectures, keep updated on SYTYCB's Facebook page.