MAR501

STRATEGIC MARKETING MANAGEMENT

ISB.BBUS 47 - Semester 2 2022/2023

Unit Guide
 MAR501 STRATEGIC MARKETING MANAGEMENT

SEMESTER 2 2022/2023

About Strategic Marketing Management

Contacts
Below is a list of contacts for this unit. Please liaise directly with your lecturer/unit
coordinator regarding appropriate consultation times. It is usually best to make
contact with these staff via email.

Dr. Trung Dam-Huy Thai

Unit Email: trungd.h.thai@isb.edu.vn

Coordinator/Lecturer

Ms. Tram Anh

Program Administrator Phone:

Email: tramanh.phan@isb.edu.vn
090 2992 511

Unit overview
This Strategic Marketing course provides an understanding of the key issues in building and

maintaining brands and brand equity. It is focused on helping you to develop and execute

integrated brand communication strategies to convey meanings to the target audience in order

to build strong brands. Marketing communication and branding are critical aspects of a

company’s overall marketing mission and a major determinant of its success in a market.

Specific issues include understanding your brands from different perspectives, understanding

customers and crafting your customer persona, designing brand identity, positioning and
leveraging brands, and marketing communication strategies. To explore such issues, this

course provides relevant and up-to-date theories, concepts, techniques, and models in

strategic marketing communication and branding. The course will interweave lectures, group

activities and an integrated brand promotion group project.

Pre-requisites
MAR101 Marketing Principles

MAR301 Consumer Behavior

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Assessment information
Learning outcomes
Within this broad framework, on successful completion of this subject, participants
should be able to:
Understand the key issues in building and maintaining brands and brand
1.
equity;
Learn and apply key elements of crafting and driving brand strategy,
2. evaluating strategic options, and understanding marketing’s role and
accountabilities in brand and strategy decision-making
3. Identify and analyse brand communication opportunities;
4. Develop an integrated brand communication plan;
Use resources (e.g., marketing research, research studies, expert advice,
5. etc.) in an informed and skilful way as part of the process of developing
creative ideas, plans and solutions;
Effectively communicate marketing communication and branding
6.
knowledge in oral and written contexts; and
7. Work individually and as an effective member of a team.

Assessment summary

VALU
NO ASSESSMENT ITEM DUE TYPE ULOs
E (%)

Assigned in
1. Branding Topic Presentation detailed 20% Group 1,2,3,4,5,6,7
schedule

Assigned in
2. Brand talks detailed 20% Group 1,2,3,4,5,6,7
schedule

Presentation S15 20%

Branding Research
3. Written S15 20% Group 1,2,3,4,5,6,7
Project
report

4. In-class Assignments TBA 10% Individual 1,6,7

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VALU
NO ASSESSMENT ITEM DUE TYPE ULOs
E (%)

Every
5. In-class Participation 10% Individual 1,6,7
session

Final marks and grades are subject to confirmation by the School Assessment

Committees which may scale, modify or otherwise amend the marks and grades for

the unit, as may be required by University policies.

Note: To successfully complete this unit, stude nts must:

▪ Achieve a minimum of 55% marks;

▪ Complete all assessment items; and

▪ Attend 80 percent of class time. See attendance requirements in the section of

class policies and rules below.

Assessment 1: BRANDING TOPIC PRESENTATION

Assignment type: Group presentation
Due: As assigned in detailed schedule
Marks weight: 20%
Length: 30 minutes of presentation and 15 minutes of discussion

Topic and presentation time for each group is assigned at the beginning of the course as in
the table below. Required contents are basically to answer important questions for the
assigned topics.

Students are required to visit E-learning for important details.

Session Topic Assigned Group

1 Fundamentals of strategic brand

Jan 30 management

2 Customer-Based Brand Equity and Brand Group 1

Feb 6 Positioning

3 Brand Resonance and Brand Value Chain Group 2

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Feb 8

4 Choosing Brand Elements to Build Brand Group 3

Feb 13 Equity

5 Designing Marketing Programs to Build Group 4

Feb 15 Brand Equity

6 Intergrating Marketing Communications to Group 5

Feb 20 Build Brand Equity

7 Group 6
Branding in the Digital Era
Feb 22

8 Leveraging Secondary Brand Associations Group 7

Feb 27 to Build Brand Equity

9 Bonuses
*Branding Seminar: Big Brand Failure
Mar 01

10 Designing and Implementing Brand Group 8

Mar 06 Architechure Strategies

11 Introducing and Naming New Products and Group 9

Mar 08 Brand Extension

12 Bonuses
Managing Brand Overtimes
Mar 13

Marking criteria
Criteria Weight Distinction Credit Pass Unsatisfactory

(%) (80 - 100%) (65 - 75%) (50 - 60%) (0 - 45%)

Contents 10 Diverse and more Adequate, as Fairly adequate, Lack of most

than required required yet without 1 important subject
important subject matters
matter

15 Accurate and Accurate and Fairly accurate Mostly mistaken,

logical logical yet with and logical yet with many
some minor mis- with 1 important imporant mis-
interpretations mis-interpretation interpretations

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Structure and visual 15 Highly cohesive Logical structure Sufficient Unclear structure
support structure and and slide contents structure and and slide contents
slide contents slide contents

10 Excellent visual Appropriate visual Useful visual Ineffective visual

support support support support

Presentation skills 15 Charismatic lead Coherent but The presentation Unclear

(individual)/ of the rather not as is difficult to presentation and
Convincing story- conversation with charismatic follow but can arguments
telling skills highly convincing presentation highlight the main
arguments arguments
Convincing
arguments

5 Excellent eye Good eye contact Fair eye contact No eye contact and
contact and body and body gestures and body body gestures
gestures gestures

Timing and 10 Have total control Have some control Finish on time but Over the time limit
coordination of the of the presentation a lack of
presentation flow but sometimes coordination
and timing with uncoordinated
great
coordination

Q&A 20 Give accurate Give accurate and Give accurate Fail to answer
and satisfactory satisfactory and satisfactory most questions
answers to all answers to most answers to most asked
questions asked questions asked questions asked
and provide but not be able to
appropriate provide
justification for appropriate
difficult questions justification for
difficult questions

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Assessment 2: BRAND TALKS

Assignment type: Group presentation

Due: As assigned in detailed schedule
Marks weight: 20%
Length: 30 minutes of presentation and 15 minutes of Q&A

During the course, each group can choose and register any brand for their presentation. All
groups must thoroughly research their chosen brand and prepare slides for the presentation.
There are some content guidelines, but they are not exhaustive. The emphasis is on how that
brand was created and developed. Each group can use any method to tell the brand's story.
We are open to the idea that while there are some core principles for building and developing
a brand, no two brands are built in the same way. The presenting group must withdraw the
lessons from that brand and encourage non-presenting students to participate actively.

Marks weight:

▪ Slide report submission = 50%

▪ Presenting/ Storytelling/Discussing = 50%

Students are required to visit E-learning for important details.

Marking criteria

Criteria Weight Distinction Credit Pass Unsatisfactory

(%) (80 - 100%) (65 - 75%) (50 - 60%) (0 - 45%)

Contents 15 Diverse and Adequate, as Fairly adequate, Lack of most

more than required yet without 1 important subject
required important matters
subject matter

10 Accurate and Accurate and Fairly accurate Mostly mistaken,

logical logical yet with and logical yet with many
some minor mis- with 1 important imporant mis-
interpretations mis- interpretations
interpretation

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Structure and 15 Highly cohesive Logical structure Sufficient Unclear structure

visual support structure and and slide contents structure and and slide contents
slide contents slide contents

15 Excellent visual Appropriate visual Useful visual Ineffective visual

support support support support

Presentation skills 20 Charismatic lead Coherent but The Unclear

(individual)/ of the rather not as presentation is presentation and
Convincing story- conversation charismatic difficult to follow arguments
telling skills with highly presentation but can highlight
convincing the main
Convincing
arguments arguments
arguments

5 Excellent eye Good eye contact Fair eye contact No eye contact
contact and and body and body and body
body gestures gestures gestures gestures

Timing and 5 Have total Have some Finish on time Over the time limit
coordination control of the control of the but a lack of
presentation presentation but coordination
flow and timing sometimes
with great uncoordinated
coordination

Q&A 15 Give accurate Give accurate and Give accurate Fail to answer
and satisfactory satisfactory and satisfactory most questions
answers to all answers to most answers to most asked
questions asked questions asked questions asked
and provide but not be able
appropriate to provide
justification for appropriate
difficult questions justification for
difficult
questions

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Assessment 3: GROUP PROJECT

Assignment type: Group report & presentation

Due: Sessions 9 & 15
Marks weight: 40%
Length:

▪ Report: 2500 words (+/- 10%) (20%)

▪ Presentation: 15 minutes of presentation and 10 minutes of Q&A (20%)

You will be required to carry out a team project in which you may either (1) choose an existing
product/ brand, or (2) design a product/ brand and draft a brand equity strategy for that
product/ brand. Please follow, but not limit to, the guideline.

Marking Criteria for Group Project Presentation

Criteria Weight Distinction Credit Pass Unsatisfactory

(%) (80 - 100%) (65 - 75%) (50 - 60%) (0 - 45%)

Contents 10 Diverse and Adequate, as Fairly adequate, Lack of most

more than required yet without 1 important subject
required important matters
subject matter

15 Accurate and Accurate and Fairly accurate Mostly mistaken,

logical logical yet with and logical yet with many
some minor mis- with 1 important imporant mis-
interpretations mis- interpretations
interpretation

Structure and 15 Highly cohesive Logical structure Sufficient Unclear structure

visual support structure and and slide contents structure and and slide contents
slide contents slide contents

10 Excellent visual Appropriate visual Useful visual Ineffective visual

support support support support

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Presentation skills 15 Charismatic lead Coherent but The Unclear

(individual)/ of the rather not as presentation is presentation and
Convincing conversation charismatic difficult to follow arguments
storytelling skills with highly presentation but can highlight
convincing the main
Convincing
arguments arguments
arguments

5 Excellent eye Good eye contact Fair eye contact No eye contact
contact and and body and body and body
body gestures gestures gestures gestures

Timing and 10 Have total Have some Finish on time Over the time limit
coordination control of the control of the but a lack of
presentation presentation but coordination
flow and timing sometimes
with great uncoordinated
coordination

Q&A 20 Give accurate Give accurate and Give accurate Fail to answer
and satisfactory satisfactory and satisfactory most questions
answers to all answers to most answers to most asked
questions asked questions asked questions asked
and provide but not be able
appropriate to provide
justification for appropriate
difficult questions justification for
difficult
questions

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Marking Criteria Group Project Report

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Group Work, Roles and Responsibilities and Conduct of

Meetings
▪ You are expected to work in groups throughout the semester, and to divide work among group members
equally. Group members are required to exchange contact details and formulate and agree on a Group
Process Plan and a Pre-Project Action Plan. The Group Process Plan details member roles, identifies group
rules, allocates tasks and responsibilities and shows agreed project milestones. The Pre-Project Action Plan
details problems and issues that may arise and how the group will manage them.
▪ Students are to actively manage the conduct of meetings and record each member’s contribution and the
decisions/actions agreed to at each meeting through the use of brief minutes.
▪ Brief minutes should be made of each group meeting noting who was assigned what task and if completed.
Further, individual group members should keep a journal detailing all the activities undertaken in relation to
their project. It is important that each member of the group records their activities and contribution to the
project on a regular basis. If there are any complaints about the performance of a group member, the
lecturer-in-charge can request that an individual submit their journal.

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Teaching activities
Schedule of activities

Session Topic Activities Materials

Unit guide
1 Fundamentals of strategic brand Course structures Chapter 1, Keller
Jan 30 management Assignment guidelines & Swaminathan
(2020)

Developing a Brand Strategy

Branding topic presentation

2 Customer-Based Brand Equity and Brand
(Group 1) Chapter 2
Feb 6 Positioning
Brand Talk 1

Branding topic presentation

3
Brand Resonance and Brand Value Chain (Group 2) Chapter 3
Feb 8
Brand Talk 2

Designing and Implementing Brand Marketing Programs

Branding topic presentation

Choosing Brand Elements to Build Brand (Group 3)
4
Equity Brand Talk 3 Chapter 4
Feb 13
*Branding in academic
research

Branding topic presentation

5 Designing Marketing Programs to Build
(Group 4) Chapter 5
Feb 15 Brand Equity
Brand Talk 4

Branding topic presentation

6 Intergrating Marketing Communications to
(Group 5) Chapter 6
Feb 20 Build Brand Equity
Brand Talk 5

Branding topic presentation

7
Branding in the Digital Era (Group 6) Chapter 7
Feb 22
Brand Talk 6

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Branding topic presentation

8 Leveraging Secondary Brand Associations
(Group 7) Chapter 8
Feb 27 to Build Brand Equity
Brand Talk 7

9 Talks about failed brands

*Branding Seminar: Big Brand Failure
Mar 01 Due: Final project proposal

Growing and Sustaining Brand Equity

Branding topic presentation

10 Designing and Implementing Brand
(Group 8) Chapter 12
Mar 06 Architechure Strategies
Brand Talk 8

Branding topic presentation

11 Introducing and Naming New Products and
(Group 9) Chapter 13
Mar 08 Brand Extension
Brand Talk 9

Branding topic presentation

12
Managing Brand Overtimes (Bonus) Chapter 14
Mar 13
Brand Talk 10

13
**Guest Speech Invited Brand Expert
Mar 20

14
Review- Project consultation
Mar 27

15
Final Project Presentation Final project presentation
Apr 03

Final group project report Due: 10 Apr 2023

Tutorials (if any)

Tutorials following the lecture in each session provide students the opportunity to apply and
share knowledge by doing a variety of in -class activities individually or in group such as
exercises, discussion, and presentation. These activities focus on demo nstrating your skills and
help you build your ability to achieve the learning outcomes for this unit.

Tutorial questions/exercises will be provided in class. You will be expected to have completed
specific reading and exercises from the textbook and other required materials prior to attending
each lecture and tutorial class. If you have not prepared adequately, you will not get the full
benefit from this learning opportunity.

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Learning resources
Essential reading & Others

Prescribed Kevin Lane Keller and Vanitha Swaminathan (2020), Strategic brand
Textbook management – building, measuring, and managing brand equity, 5 th ed,
Pearson.

Additional Douglas B. Holt (Newest version), How Brands Become Icons: The Principles of
Textbooks / Cultural Branding, Harvard Business School Press.
Readings
Douglas Holt and Douglas Cameron (Newest version), Cultural Strategy, Using
Innovative Ideologies to Build Breakthrough Brands, Oxford University Press.

Alina Wheeler (Newest version), Designing Brand Identity: an essential guide for
the whole branding team, John Wiley & Sons, Inc., Hoboken, New Jersey

Essential TBC
readings

Additional TBC
Journal
articles
E-library http://search.proquest.com/login

Username: UEHCMC2010

Password: thuvien0810

http://lib.ueh.edu.vn/

Account: Your UEH student email account

https://scholar.google.com/

Public source

E-learning http://elearning.isb.edu.vn/

Journal of Product & Brand Management

Psychology & Marketing

Academic
Australasian Marketing Journal
Journals
Journal of Retailing & Consumer Services

Journal of Advertising

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Journal of Retailing

Journal of Consumer Culture

Journal of Consumer Behaviour

European Journal of Marketing

International Journal of Research in Marketing

Journal of Consumer Marketing

Journal of Business Research

Journal of Consumer Research

Journal of the Academy of Marketing Science Journal of Marketing

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General Information & Policy

Referencing
Plagiarism

Student assignments are to contain original content created by the students. Assignments

will be rejected if they include plagiarised content or contain excessive amounts of

quoted/cited material and minimal original content. Students will receive a grade of ZERO

(0%) for any assignments rejected for this reason. Written assignments WILL BE checked

by the lecturer with Turnitin.com, an online plagiarism-checking tool.

Sources

Furthermore, your reference to support your statements must be from a reliable source, such

as textbooks, additional reading materials, and reference books. However, many websites

are not reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are

not sure if a reference is acceptable or not, please contact the lecturer.

Referencing & Citation

The Vancouver Referencing Styles will serve as the primary reference materials for all

students. Therefore, all papers must be submitted in Vancouver format. The mechanics of

student papers and work will be evaluated, as well as the content.

Submission
Assignment cover sheet

▪ All assignments are required to be submitted with an Assignment Cover Sheet.

▪ Group assignments are to be submitted with a Group Assignment Cover Sheet as well

as a Peer Evaluation Form depending on the request of unit instructor.

Non-contributing team members can sometimes be an issue with group-work structured

assessment. Individual student group work scores may be adjusted as a result of peer

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dissatisfaction with a particular student’s contribution to group work assignments, as reflected

in submissions of the evaluation form.

Note:

▪ Assignment cover sheets and the evaluation form can be located on MyISB system

▪ Students are advised to keep a copy of all assignments submitted for marking.

Submission style

Assignments are expected to achieve a professional standard:

▪ Be typed, one and a half spaced, on A4 paper

▪ Use a simple clear format, suitable for a report to senior management in a commercial

organisation.

Submission method

Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date

(Suggested title: Student name_Unitname_Name of Assignment).

Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham Ngoc Thach)

by the due date.

Late assignment and make-up policy

No late assignments will be accepted unless prior authorisation granted by the Academic

Department based on a Special Consideration Application for assessment task extension.

Students must complete all assessments on the assigned dates including quizzes, mid-term

test, and final exam. If there are extenuating or unforeseen circumstances, students must

follow the school’s policies and procedures accordingly.

Attendance
Students are required to attend a minimum of 80% of all classes (which normally 12/15

sessions).

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Other cases equating to an absence:

▪ Arriving to class late by 15 minutes at the beginning,

▪ Arriving late by 5 minutes after the break

▪ Leaving prior to the scheduled end time without the permission of the lecturer

If you are unable to attend any session, please let your lecturer know AND submit a request

for absence form to program administrator prior to the session.

 IMPORTANT: Students will not be allowed to sit in the final examination if violating the
above absence rule.

Electronic device use

▪ Cell phones will be turned off or switched to vibrate mode before class starts.

▪ No phone calls or text messaging are allowed inside classroom during class time.

▪ Portable listening and/or music devices may not be operated in the classroom.

▪ Headphones and/or ear buds of any type may not be worn while in the classroom

whether operating or not.

▪ Laptop and other electronic devices are not permitted unless specifically authorised

by the lecturer exclusively for note taking and doing class work.

 IMPORTANT: If you are in violation of these policies you will be excused from class and
an absence will be assessed.

Email etiquette
Your lecturers receive many emails each day. In order to enable them to respond to your

emails appropriately and in a timely fashion, students are asked to follow basic requirements

of professional communication.

Your emails should:

▪ Have a concise and descriptive title, including the class and name of the unit you are

enquiring about

▪ Be clear about the intention of their emails

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▪ Use appropriate tone and language, proof-read what is written in the email before

sending it.

Students should also allow 3-4 working days for a response before following up. If the matter

is legitimately urgent, you may indicate “URGENT” in the email subject header.

Make an appointment: If your email request is complex and requires a lengthy response it

may be probably best to make an appointment with your lecturer/instructor to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for
teacher and fellow students at all times. Behaviour that is disruptive to a positive learning

environment reported to the teacher will result in a warning on the first instance; the second

instance might result in a failing grade along with expulsion from the school.

Unacceptable behaviors can be:

▪ Cheating on an exam

▪ Collaborating with others on work to be presented, if contrary to the stated rules of

the course

▪ Submitting, if contrary to the rules of the course, work previously submitted in another

course

▪ Knowingly and intentionally assisting another student in any of the above actions,

including assistance in an arrangement whereby work, classroom performance,

examination, or other activity is submitted or performed by a person other than the

student under whose name the work is submitted or performed

▪ Plagiarising

 IMPORTANT:
▪ First violation will result in a grade ZERO (0%) for that assignment.

▪ Second violation will result in a failing course grade.

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Disability support services

Students with disabilities are advised that accommodations and services are available at

UEH-ISB. It is the student's responsibility to contact UEH-ISB office and submit appropriate

documentation prior to receiving such services.

Additional information
This unit guide may be revised at the discretion of the Academic Department with approval
from Program Academic Director and School Academic Committee where appropriate.

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