brand management lecture 1
How this subject will work
We will give you:
–
–
–
–
Two hours (at most) Lecture Sessions
Short Online Videos (SOVs). Tell me if they’re useful
One hour tutorials
Consultations (check Moodle or talk to your tutor)
You will need to:
–
–
–
–
Participation is vital – you’ll get better at it
This is a conceptual subject
“deep” learning – important!
Attendance not compulsory, but non-attendance highly correlated with fail grades
– The link between participation and exam results is strong!
– Learning is your responsibility; we help you learn, we can’t/won’t force you Moodle
Make sure you have access!
Slides up the day before each lecture.
Discussion groups
– All content queries must be public, on Moodle, Twitter, Facebook or in lecture/tute
– The more you use this, the better it will be
– You can even write the exam if you like!
Interesting brand-related links
2
27/02/2013
Discussion is important
Moodle is useful
– Not time-dependent
– A good record for later revision (24/7)
– Try out mad ideas!
– Respond to each other
– Post messages, read messages, talk about them in class
– Get input from fellow students and staff outside class times
– Doing well in this subject requires understanding, not just rote learning – so the more discussion the better
Exam questions?
Exams aren’t fun but we have to have them
Reduce the terror – write questions yourselves!
Get feedback, clarify your thinking...
Defining brand
De Chernatony and dall’Olmo Riley (1999): “a multidimensional construct whereby managers augment products or services
(offerings) with values and this facilitates the process by which consumers confidently recognize and appreciate those values”
4
27/02/2013
Defining “brand” (2)
Keller (2003): “A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from
We will give you:
–
–
–
–
Two hours (at most) Lecture Sessions
Short Online Videos (SOVs). Tell me if they’re useful
One hour tutorials
Consultations (check Moodle or talk to your tutor)
You will need to:
–
–
–
–
Participation is vital – you’ll get better at it
This is a conceptual subject
“deep” learning – important!
Attendance not compulsory, but non-attendance highly correlated with fail grades
– The link between participation and exam results is strong!
– Learning is your responsibility; we help you learn, we can’t/won’t force you Moodle
Make sure you have access!
Slides up the day before each lecture.
Discussion groups
– All content queries must be public, on Moodle, Twitter, Facebook or in lecture/tute
– The more you use this, the better it will be
– You can even write the exam if you like!
Interesting brand-related links
2
27/02/2013
Discussion is important
Moodle is useful
– Not time-dependent
– A good record for later revision (24/7)
– Try out mad ideas!
– Respond to each other
– Post messages, read messages, talk about them in class
– Get input from fellow students and staff outside class times
– Doing well in this subject requires understanding, not just rote learning – so the more discussion the better
Exam questions?
Exams aren’t fun but we have to have them
Reduce the terror – write questions yourselves!
Get feedback, clarify your thinking...
Defining brand
De Chernatony and dall’Olmo Riley (1999): “a multidimensional construct whereby managers augment products or services
(offerings) with values and this facilitates the process by which consumers confidently recognize and appreciate those values”
4
27/02/2013
Defining “brand” (2)
Keller (2003): “A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from