COURSE GUIDELINES and FINAL REQUIREMENT

GUIDELINES
Product and Brand Management (MKT1103)

A. Background
• This course guide will serve as the basis for weekly topic discussions and assessment coverage.
• The topics will be followed all throughout the semester. Should there be any class cancellations, a
recorded lecture may be posted via Canvas and discussions may continue via MS Teams. This is to
ensure that course coverage shall be discussed and will not be affected by any class interruption.
• MKT1103 is an output-based course and requires a Strategic Branding Plan as the final requirement
for the course. This final requirement will be presented by group.
• For ease of use, every part of the format includes descriptions.
• The strategic branding plan must be original ideas of the students. Plagiarism would merit a grade
of zero.

B. Group Composition
• Strategic Branding Plan
o Students can work in groups of five (5) to seven (7) members only.
• Other Relevant Activities
o Students will be tasked to work in pairs or in groups.
Note: The professor will inform ahead the students whether the activity will be done by group or pair.

C. Brand Assignment
• Groups will create a Strategic Branding Plan for the assigned specification or requirement:
o Bureau of Customs
o Chowking
o Philippine National Police
o Shopee

D. Formatting Guidelines
• Word/PDF Submission:
o Arial Typeface, 12pt, Regular
o Section headings should be in Bold
o 1.5 spacing throughout including caption and references
o Paragraph indentation is ½ inches or 5 spaces
o Insert page numbers at the bottom right
o One (1) inch on margin all sides
• PowerPoint Presentation:
o Texts each slide should not be more than 7 lines with 7 words each line
o Any slide design will be allowed
o Ensure clarity, readability, and comprehensibility of each presentation

E. Submission Deadline
• Paper Submission: April 26, 2023
• Presentation/Defense: April 29 – May 17, 2023

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 Attachment A – Course Information Booklet
Marketing Channels (MKT1106)

I. Facilitator Information
a. Name: Fae Marie A. Abellana
b. Email Address: [email protected]

II. Course Information

a. Course Title: Product and Brand Management
b. Course Code: MKT1103
c. Semester and Year: 2nd Semester, AY 2022-2023
d. Course Description:
The course aims at developing skills towards the systematic management of new and existing
products or brands. It takes a holistic approach towards product and brand management by
examining the process from a new brand/product perspective. It is designed for students who are
looking for an in-depth exposure to the development and management of products/brands. Possible
topics to be covered include the changing role of the product manager, product portfolio
management; product planning and concept testing, test marketing and product launch management.
Foundations of branding and brand management will also be covered.

III. Course Learning Outcomes (CLOs)

By the end of the course, students should be able to:

1. Define the main concepts and explain the purpose of branding.
2. Describe the process and methods of brand management, including how to establish brand identity
and build brand equity.
3. Formulate effective branding strategies for both consumer and business products/services with
the insights from marketing intelligence/analytics and understanding of social/digital media.
4. Examine brand concepts in real-life setting by articulating the context of and the rationale for the
application.
5. Compose, assess, and incorporate individual input to produce effective team project output.

IV. Grading Computation and Policies

GRADING SYSTEM

Class Participation (CP) 20%

a. In-class activities
b. Case discussion
c. Group presentations
Quizzes (Q) 30%
Major Examination (ME) 50%
TOTAL 100%

Grade Computation:
Midterm Grade = 20%(CP) + 30%(Q) + 50%(ME*)
Final Grade = 20%(CP) + 30%(Q) + 50%(ME**)
Course Grade = 50%(Midterm Grade) + 50%(Final Grade)
*Midterm Departmental Exam
**Final Departmental Exam

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 TRANSUTATION TABLE

PEER EVALUATION
Peer evaluation shall be administered at the end of each summative assessment to provide an
opportunity to score group members in terms of contribution to group work. This will allow for
adjustments in individual scores.

Policy on Academic Integrity

Anchored on the core values of Fortitude, Excellence and Uprightness, Far Eastern University
(FEU) believes that its students, administration, faculty and staff should demonstrate academic integrity
at all times. Academic integrity means that the members of the entire academic community adhere to the
fundamental values of honesty, hard work, originality, respect and responsibility. FEU students are
expected to always adhere to the highest standards of academic excellence.

FEU students are expected to demonstrate beliefs, attitudes and behaviors associated with academic
honesty. Thus, all acts of academic dishonesty in FEU are not tolerated. Academic dishonesty comes
largely in two forms: cheating and plagiarism. It is considered a major offense subject to disciplinary
actions if students cheat or plagiarize their work.

Cheating is broadly defined as getting unauthorized help on an assignment, quiz or examination.

The following are considered as acts of cheating:

• Copying from another student during a test or examination, with or without his/her knowledge;
• Allowing another student to copy his/her work;
• Using unpermitted notes during a test or examination;
• Having in one’s possession written notes or electronic devices during a test or examination;
• Getting questions or answers from someone else who has already taken a test or examination;
• Turning in work done by someone else;
• Taking a test or examination for another student;
• Writing or providing an assignment for another student.

Plagiarism is another form of academic dishonesty. All FEU students are expected to turn in work
that is a product of their own efforts, study and research. Thus, copying work of others (in whole or in
part) and claiming it as one’s own is considered an act of plagiarism. A work is also plagiarized if the
student did not properly cite or acknowledge the sources or references for his/her work. One must
remember that plagiarism is identified not through intent but through the act itself.

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 The following are considered acts of plagiarism:
• Repeating someone else’s words verbatim without acknowledgement;
• Presenting someone else’s ideas without acknowledgement;
• Paraphrasing, translating, or summarizing someone else’s ideas without acknowledgement;
• Improperly acknowledging of sources, as with incomplete/imprecise documentation;
• Having one’s work done by someone else or having one’s work substantially revised by
someone else.

V. Standards for Assessment

(A1.) Class Participation (20%)
• In-class Activities
• Case Discussions
• Group Presentations

Class participation is divided into three (3) major activities as follows (a) in-class activities; (b) case
discussions; (c) group presentations.

Discussion and sharing in class will be considered recitation. For group presentations, each group is
required to conduct analysis of topics discussed. Group presentation shall be evaluated based on presentation
style, content coverage, articulation on critical issues, use of concepts discussed in class, and quality of
interaction with audience. In determining the grade, input from the audiences’ evaluations and peer evaluation
shall be considered.

Grading Criteria for In-Class, Online Activities, and Case Discussions

CLO CRITERIA
Extremely well prepared for class discussion, active in sharing views, participate in
A at least 92% of these activities
Partially prepared for class discussion, quite active in sharing views, participate in
B+, B at least 78% of these activities
Not well prepared for class discussion, only occasionally sharing views, and
C+, C participate in at least 64% of these activities
Not well prepared for class discussion, no sharing of views, and attend at least 50%
D+, D of these activities
Never prepared for class discussion, no sharing of views, and attend less than 50% of
F these activities

Grading Criteria for Group Presentation

CLO CRITERIA
Professional presentation style, comprehensive content coverage, well-articulated on
A critical issues, effective use of statistics concepts, and quality interaction with
audience.
Decent presentation style, appropriate content coverage, clear discussion of critical
B+, B issues, moderately effective use of statistics concepts, and acceptable interaction with
audience.
Mediocre presentation style, limited content coverage, marginally acceptable
C+, C discussion of critical issues, infrequent use of statistics concepts, and limited
interaction with audience.
Weak presentation style, key content omitted, unclear focus on critical issues, very
D+, D limited use of statistics concepts, and poor interaction with audience.
Unacceptable presentation style, questionable content coverage, omitting critical
F issues, zero use of statistics concepts, and no interaction with audience.

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 (A2.) Quizzes (30%)
Assessments shall also be given in the form of quizzes that will be used to assess students’
(a) understanding of business statistics theories and concepts, and
(b) application of the learned knowledge and theories.

Quizzes shall consist of multiple choice questions (MCQ); fill in the blanks, and/or essays. For MCQ,
students should choose one of the best answers for each question. Fill-in-the-blanks questions should be
answered with the most appropriate term that will make the statement meaningful. For essays, student should
be able to answer in a manner that main ideas are clear and well supported by detailed and accurate
information. In determining the grade, the essay rubric shall be followed.

Grading Criteria for MCQ and Fill-in-the-blanks

CLO CRITERIA
A 92-100% of the responses are accurately and clearly marked.
B+, B 78-91% of the responses are accurately and clearly marked.
C+, C 64-77% of the responses are accurately and clearly marked.
D+, D 50-63% of the responses are accurately and clearly marked.
FAIL Less than 50% of the responses are accurately and clearly marked.

Essay Rubric
Criteria A, B+ B, C+ C, D+, D F
Focus & Details There is one clear, well- There is one clear, well- There is one topic. The topic and main
focused topic. Main ideas focused topic. Main ideas Main ideas are ideas are not clear
are clear and are well are clear but are not well somewhat clear.
supported by detailed and supported by detailed
accurate information. information.

Organization The introduction is The introduction is The introduction There is no clear

inviting, states the main inviting, states the main states the main topic. introduction,
topic, and provides an topic, and provides an A conclusion in structure, or
overview of the paper. overview of the paper. included. conclusion.
Information is relevant Conclusion is included.
and presented in a logical
order. The conclusion is
strong.

Word Choice The author uses vivid The author uses vivid The author uses The writer uses
words and phrases. The words and phrases. The words to limited vocabulary.
choice and placement of choice and placement of communicate clearly, Jargon or clichés
words seems accurate, words is inaccurate at but writing lacks may be present and
natural and not forced. times. variety. detract from the
meaning.
Sentence All sentences are well- Most sentences are well- Most sentences are Sentences sound
Structure, constructed and have constructed and have well-constructed, but awkward, are
Grammar, and varied structure and varied structure and they have a similar distractingly
Spelling length. The author makes length. The author makes structure and/or repetitive, or are
no errors in grammar, a few errors in grammar, length. The author difficult to
and/or spelling. and/or spelling, but they makes several errors understand. The
do not interfere with in grammar, and/or author makes
understanding. spelling that interfere numerous errors in
with understanding. grammar, and/or
spelling that
interfere with
understanding.

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 (A3.) Major Examination (50%)
The final examination consists of multiple choice questions only. Students should choose one best
answer for each question and mark the chosen answer clearly on the answer sheet provided. Each correct
answer will be awarded one point. Each incorrect or missing answer will have zero point.

Grading Criteria
CLO CRITERIA
A 92-100% of the responses are accurately and clearly marked.
B+, B 78-91% of the responses are accurately and clearly marked.
C+, C 64-77% of the responses are accurately and clearly marked.
D+, D 50-63% of the responses are accurately and clearly marked.
FAIL Less than 50% of the responses are accurately and clearly marked.

VI. Academic and Class Conduct

Anchored on the core values of Fortitude, Excellence and Uprightness, Far Eastern University (FEU)
believes that its students, administration, faculty and staff should demonstrate academic integrity at all times.
Academic integrity means that the members of the entire academic community adhere to the fundamental
values of honesty, hard work, originality, respect and responsibility. FEU students are expected to always
adhere to the highest standards of academic excellence.

FEU students are expected to demonstrate beliefs, attitudes and behaviors associated with academic
honesty. Thus, all acts of academic dishonesty in FEU are not tolerated. Academic dishonesty comes largely
in two forms: cheating and plagiarism.

All students should support and share responsibility for the academic integrity in the FEU
community, as well as their own work. Students are expected to:
• Refrain from cheating, plagiarism or other forms of academic misconduct
• Not to aid others to commit any form of academic misconduct
• Report to the Dean’s Office about any incident of academic misconduct observed

Any act of plagiarism or cheating is a disciplinary matter that can result in serious consequences,
including expulsion from the University.

VII. Course Materials, Schedule and Topics

Essential Reading:
Keller, K. (2019). Strategic Brand Management, 5th Edition. Pearson Education Limited.
Panda, T. (2016). Product and Brand Management. Oxford University Press.

Learning Management System: Canvas https://feu.instructure.com/login/canvas

References:
• Banfield, R., Eriksson, M., & Walkingshaw, N. (2017). Product Leadership: How Top Product
Managers Launch Awesome Products and Build Successful Teams. O’Reilly Media Incorporated.
• Beverland, M. (2018). Brand Management: Co-creating Meaningful Brands. SAGE Publications.
• Keller, K. (2013). Strategic Brand Management, 4th Edition. Pearson Education Limited.
• Lemay, M. (2018). Product Management in Practice. O’Reilly Media Incorporated.
• Popoli, P. (2017). Advancing Insights on Brand Management. Books on Demand.
• Varley, R. (2014). Retail Product Management: Buying and Merchandising. Routledge

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 Journals:
For online journals and magazines: http://search.ebscohost.com

Foreign
• Harvard Business Review
• Journal of Management Education
• Management Today

Local: Journal of Business Education and Law

Discussion Materials: Provided by instructors and/or available online through linked LMS (i.e. MindTap).

Course Content Outline:

Week Topics*
Orientation
1-2
Introduction to Product Decisions
Product Concepts
3-4
Developing and Managing Products
Brands and Brand Management
5-6
Customer-Based Brand Equity and Brand Positioning
7 MIDTERM EXAMINATION
Brand Resonance and the Brand Value Chain
8-10
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
11-14 Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity
15 Developing a Brand Equity Measurement and Management System
16-18 FINAL EXAMINATION
*Note that contents may be adjusted depending on the needs of the students.
**Based on the essential text.

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 ATTACHMENT B – Strategic Branding Plan Format
PRODUCT AND BRAND MANAGEMENT (MKT1103)

General Information:

Use of PowerPoint presentation is preferred but any other platform can be used for presentation purposes.
A separate word or pdf file is to be submitted on the day specified. No submission, no presentation.

Following is the format for the market distribution plan:

I. TITLE PAGE (Brand Logo included)

TABLE OF CONTENTS

II. EXECUTIVE SUMMARY

Summary of key points from the strategic branding plan and what it will accomplish. It’s an at-a-glance
overview of every major part of the paper.

III. PRODUCT DESCRIPTION

3.1 Product Portrayal – Discussion about the origin and the need of the product idea, a glimpse of its
target market, and the product’s value proposition to the potential customers. The product exhibit is shown
in this section.

3.2 Product Profile – Presents the general information of the product such as:
• Name of the Product
• Product Category (Goods: Food, Clothing, etc.; Services: Professional Services, Entertainment)
• Main Components
• Additional/Supplemental Components
• Container or Packaging
• Estimated durability (Shelf-life)
• Brand Slogan or Tagline

IV. CURRENT MARKETING SITUTATION

4.1 Industry Analysis

The industry analysis is the section of the strategic branding plan that assesses the general industry
environment in which the product category operates.

You should be able to present some statistics about the size of the industry: Historical Demand, Projected
Demand, Historical Supply, Projected Supply, Demand and Supply Gap Analysis.

Who are the major industry participants? While you might not compete directly against these
companies (they are likely to be large national or international corporations), it's important that you can
identify them, and have a good understanding of their market share and why they are or aren't successful.

You should also be able to discuss the important trends that may affect your industry. For example,
significant changes in the target market, in technology, or in other related industries may affect the
market's perception of your product or your profitability.

4.2 Competitive Profile Matrix

The Competitive Profile Matrix (CPM) is a tool that compares your products and its rivals and reveals
their relative strengths and weaknesses. CPM allows marketers to understand the external environment
and the competition in a particular industry, identifies a firm’s key competitors and compares them using
industry’s critical success factors.

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 CPM Format
1. Identify Key Success Factors
2. Rate each factor of the product from 4-1, 4 being the highest, 1 being the lowest. (e.g., In terms of
distribution, Somebrand is rated 4 because it’s available not only in supermarkets but also in
convenience stores, sari-sari stores, etc.; Anotherbrand is rated 1 because you can only buy it from an
exclusive distributor).
3. Calculate each weighted score for each factor.
4. Find total weighted score for each product.

TABLE1.Competitive Profile Matrix (CPM) Sample

KSF Weight Company A Company B Company C Company D

KSF1
KSF2
KSF3
KSF4
Total 1.0
Weighted
Score

4.3 Consumer Perception

Consumer perception is a marketing concept that encompasses customer’s impression, awareness and/or
consciousness about a brand.

Discuss how consumers perceive your product in view of its existing advertising, public relations, and
social media social media campaigns. including product reviews and customer experiences.

4.4 Macro-Environmental Forces

What are the forces affecting the brand? Macro-Environmental Forces uses the PESTLE/DC mnemonic
which in its expanded form denotes P for Political, E for Economic, S for Social, T for Technological, L
for Legal and E for Environmental. It gives a bird’s eye view of the whole environment from many
different angles.

V. COMPANY PROFILE
Discusses the basic information about the company and its offerings.
3.1 About the Company
3.2 Mission & Vision
3.3 Company History

VI. OPPORTUNITIES & ISSUE ANALYSIS

6.1 SWOT Matrix and TOWS Analysis

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a
brand’s competitive position and to develop strategic planning.

SWOT analysis assesses internal and external factors, as well as current and future potential.

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 VII. TARGET MARKET

7.1 Market Description: This part should also reflect the following:
• Market Population Size and Territory
• Demographic and Psychographic Profile Description
• Consumption and Spending Patterns
• Projected Growth of the business and what are the leading indicators of the growth
• Secondary Target Market, if any

Identify the size and growth potential of the target market. Particularly focus on the primary target
market.

Describe the target market of your brand or product. Who is the brand’s current target market? In what
age group does your market belong?

Please keep in mind that the target market is the central focus within a strategic branding plan. It
determines the essential factors for the product, such as distribution, price, and promotion efforts. The
target market also determines significant factors about the product itself.

7.2 Buyer Persona

An ideal customer profile is a description of the type of customer that would gain a lot of value from
your product or service. This is a description of future customers that have the characteristics of your
most important success stories. (e.g. Peppa is a college student who is active in sports…)

VIII. KEY BRANDING STRATEGIES

8.1 Brand Core Values

Core values are the beliefs you have about your brand that inform your actions. These core values
are why your company exists and are related to the specific problems you hope to solve for your
customers. (e.g. FEU – Fortitude, Excellence, Uprightness)

8.2 Positioning Statement

A positioning statement is a brief description of a product (good or service) and target market, and
how the product or service fills a particular need of the target market. It's meant to be used as an
internal tool to align marketing efforts with the brand and value proposition.
8.2 Branding Objectives
What do the branding strategies plan to achieve (should be SMART)?
8.3 Brand Promise
A compelling brand promise combines the brevity of a tagline with your unique selling proposition.
States what you can provide to your target market and how they can benefit from this promise. A
valuable brand promise that is both exciting and realistic.

8.4 Visual Identity

Visual identity is the overarching description of the images and visible elements of your brand. The
visual identity includes everything from your website to your business cards and social media
accounts. (Variations of Logo, Color Palette, Typography, type of Endorser etc.)

The images you chose are a crucial form of communication when making an impression on your
audience. Your overarching visual identity will impact your ideal customers on an emotional level.
Because of this impact, visual identity is an essential tool for building an effective brand strategy. A
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 short description of the visual identity includes all of the imagery that expresses who your brand is
and why you are different from everyone else.

8.5 Customer Touchpoints

A brand touchpoint is a point of contact between your audience and your brand. It includes samples
of your email newsletter, social media profiles and website, and how your brand is reaching your
audience based on customer journey – from zero brand awareness to top of mind awareness.

8.6 Brand Voice

A brand voice is the standard way you communicate with your audience. This must address the
brand voice toward your ideal customer and should stay true to the brand values you described
earlier in the brand strategy process.

For some brands, the voice takes a more authoritative tone. Additionally, for others, a more playful
voice feels more authentic. (e.g. language used, character persona, tone, purpose)

8.7 Brand Portfolio

Sample brand portfolio and other marketing collateral to be presented.

IX. MONITORING AND MANAGING BRANDING STRATEGIES

Should be presented with courses of action, person-in-charge, budget, timeline, KPI in tabular form.

X. REFERENCES

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