[major=MKT | course_id=BRA301 | syllabus_id=13808 | semester=7 | combo=MKT_COM1; MKT_COM6.1 | title=Brand Management]
Course ID: BRA301
Title EN: Brand Management
Title VI: Quản trị thương hiệu
Credits: 3.0
Prerequisites: MKT101 or MMK101 or MKG101 or CCO201
Description: This course is designed to develop knowledge, skills, and perspectives to support the application of managing products and developing brand strategies in the marketing area. It helps students to gain insights into the role of product and brand management in gaining and maintaining customer loyalty. Students are encouraged to make effective use of AI-powered tools to support their assignments. These technologies can assist in research, idea generation, content organization, and campaign planning, helping them focus more on strategic thinking and creativity in brand management.
Student tasks: - Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
Tools: Internet
Course type: traditional
Decision: 1402/QĐ-ĐHFPT dated 12/12/2025
Approved date: 2025-12-12
CLO1: Demonstrate understanding of brands and brand management theories
[1] category=Brand Analysis and Audit; type=on-going; weight=25.0; duration=in class and homework; question_type=LO1, LO2, LO3, LO4, LO6, CLO7; grading_guide=Test the acquainted knowledge which student obtained in the delivered chapters (1-10).; completion_criteria=; clos=>0
[2] category=Brand Campaign; type=on-going; weight=30.0; duration=in class and homework; question_type=LO1 => LO7; grading_guide=Option1: Test the acquainted knowledge which student obtained in the delivered chapters (11-14).Option 2: (For Constructivism Approach only): Follow lecturer's proposal; completion_criteria=; clos=>0
[3] category=Class participation and preparation; type=on-going; weight=10.0; duration=in class; question_type=; grading_guide=; completion_criteria=; clos=>0
[4] category=Quizz; type=on-going; weight=5.0; duration=35 mins; question_type=LO1 => LO4; grading_guide=Test the acquainted knowledge which student obtained in the delivered chapters up to the exam date.; completion_criteria=; clos=>0
[5] category=Final exam; type=Final exam; weight=30.0; duration=60 mins; question_type=LO1, LO3, LO4, LO5, LO6, LO7; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Strategic Brand Management: Building, Measuring, and Managing Brand Equity.; author=Kevin Lane Keller, Vanitha Swaminathan; publisher=Pearson; edition=; isbn=ISBN-10: 1292314966, ISBN-13: 978-1292314969; main=True; online=; note=
[2] desc=What Great Brands Do: The Seven Brand-Building Principles That Separate The Best From The Rest; author=Denise Lee Yohn; publisher=Wiley; edition=; isbn=ISBN-10 ‏ : ‎ 111861125X, ISBN-13 ‏ : ‎ 978-1118611258; main=; online=; note=
[3] desc=Xây Dựng Thương Hiệu Từ Những Viên Gạch Đầu Tiên; author=Brand & Bricks; publisher=NXB Lao Động; edition=; isbn=; main=; online=; note=
Session 1: Course overview & introduction; overview of course assessment.
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, PPT presentation, and other resources
Materials: BRA301_Phấn 1
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion.

Session 2: Chapter 1: Brands & Brand Management
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Materials: BRA301_Phần 2
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Chapter 1: Brands & Brand Management
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chapter 1: Brands & Brand Management
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
CLO2: Apply analytical thinking skills in a brand management context.
Session 1: Chapter 2: Customer Based Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 2: Customer Based Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Chapter 2: Customer Based Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chapter 2: Customer Based Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
CLO3: Evaluate how a brand management system can capture customer mindset and market performance
Session 1: Chapter 3: Brand Resonance & Brand Value Chain
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 3: Brand Resonance & Brand Value Chain
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Chapter 3: Brand Resonance & Brand Value Chain
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Group Project Guildelines and Individual Assignment Guidelines
Tutorial: online portfolio
Use AI to develop a brand campaign
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Follow lecturer's guidance of using AI:
- Read the assignment carefully
- Write a clear prompt for the AI. Students can use AI tools for market research, audience segmentation, developing key messages, message testing and content creation.
- Reflect on how AI helped with building a brand campaign
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion.
CLO4: Develop strategies and tactics to build, measure and manage brand equity.
Session 1: Chapter 4: Choosing Brand Elements to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 4: Choosing Brand Elements to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Chapter 4: Choosing Brand Elements to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chapter 4: Choosing Brand Elements to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO6; LO: I, T
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
CLO5: Enhance student ability to plan, evaluate and communicate brand strategies
Session 1: Case study: Brand Element Analysis
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Case study: Brand Element Analysis
Topic: Offline; Teaching type: LO1, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Read at home, discuss in class on below:
Chapter 5: Designing Brand Marketing Programs
Topic: Offline; Teaching type: LO1, LO2, LO3, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Read at home, discuss in class on below:
Chapter 5: Designing Brand Marketing Programs
Topic: Offline; Teaching type: LO1, LO2, LO3, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
CLO6: Develop a critical attitude towards brand management
Session 1: Read at home, discuss in class on below:
Chapter 6: Integrating Marketing Communications to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO2, LO3, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Read at home, discuss in class on below:
Chapter 6: Integrating Marketing Communications to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO2, LO3, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Read at home, discuss in class on below:
Chapter 7: Leveraging Secondary Brand Associations to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Read at home, discuss in class on below:
Chapter 7: Leveraging Secondary Brand Associations to Build Brand Equity
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
CLO7: Enhance the ability to predict the consequences of ethics in brand equity
Session 1: Chapter 8: Developing a Brand Equity Measurement and Management System
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 8: Developing a Brand Equity Measurement and Management System
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Chaper 9: Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chaper 9: Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
Session 1: Requirements for Brand Audits & Brand Campaigns as Group Projects
Topic: Offline; Teaching type: LO1, LO2, LO6, LO7; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 2: Quizz
Topic: Offline; Teaching type: LO1, LO2, LO6, LO7; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 3: Chaper 10: Measuring Outcomes of Brand Equity: Capturing Market Performance
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chaper 10: Measuring Outcomes of Brand Equity: Capturing Market Performance
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
Session 1: Chapter 11: Designing and Implementing Branding Architecture Strategies
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 11: Designing and Implementing Branding Architecture Strategies
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Group Debate: Online porfolio
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Group Debate: Online porfolio
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
Session 1: Assessment: Brand Analysis and Audit
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 2: Assessment: Brand Analysis and Audit
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 3: Assessment: Brand Analysis and Audit
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 4: Assessment: Brand Analysis and Audit
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.
Session 1: Assessment: Brand Analysis and Audit
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 2: Assessment: Brand Analysis and Audit
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 3: Chapter 12: Introducing and Naming New Products and Brand Extensions
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chapter 12: Introducing and Naming New Products and Brand Extensions
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
Session 1: Chapter 13: Managing Brands Over Time
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 13: Managing Brands Over Time
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Guest Speaker: How to make your audiences know, trust and love your brand
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: ITU
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Guest Speaker: How to make your audiences know, trust and love your brand
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: ITU
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
Session 1: Chapter 14: Managing Brands Over Geographic Boundaries and Market Segment
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 2: Chapter 14: Managing Brands Over Geographic Boundaries and Market Segment
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 3: Chapter 15: Closing Observations
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.

Session 4: Chapter 15: Closing Observations
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Discussion, Exercises.
Session 1: Revision
Topic: Offline; Teaching type: LO1, LO2, LO6, LO7; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 2: Revision
Topic: Offline; Teaching type: LO1, LO2, LO6, LO7; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 3: Assessment: Brand Campaign
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 4: Assessment: Brand Campaign
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.
Session 1: Assessment: Brand Campaign
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 2: Assessment: Brand Campaign
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 3: Assessment: Brand Campaign
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: U
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.

Session 4: Assessment: Brand Campaign
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7; LO: IT
ITU: Textbooks, workbooks, PPT presentation, and other resources
Download: https://flm.fpt.edu.vn/gui/role/student/Exercises.