Course: Manajemen Merek (P)

Section outline

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Select section General

General
- Select activity Kontrak Perkuliahan
  
  Kontrak Perkuliahan Forum
- Select activity Tata Tertib
  
  Tata Tertib Book
  
  Students must
  
  Mark as done
  
  TATA TERTIB KULIAH
  
  1. Jumlah Pertemuan 16 dengan UTS dan UAS
  2. Jumlah kehadiran minimal 80%
  3. Mahasiswa masuk link tepat waktu dengantoleransi keterlambatan 15 menit
  4. Wajib on came (kecuali ada masalah teknik danmeminta izin kepada dosen)
  5. Tugas dikumpulkan sesuai jadwal yangditetapkan
  6. UTS dan UAS susulan dapat dilakukan jika izinsebelum pelaksanaan UTS & UAS dilakukan
- Select activity Referensi
  
  Referensi File
  
  Students must
  
  Mark as done
  
  1. David Aaker : Building Strong Brand
  
  2. David Aaker : Managing Brand Equity
  
  3. Kevin Lane Keller : Strategic Brand Management
  
  4. Alina Wheeler : Designing Brand Identity
  
  https://bit.ly/ebook-linda
Select section 1. Definisi dan Perspektif Merek

1. Definisi dan Perspektif Merek
- Select activity Definisi dan Perspektif Merek
  
  Definisi dan Perspektif Merek File
  
  Students must
  
  Mark as done
- Select activity Pre-course
  
  Pre-course Forum
  
  Students must
  
  Mark as done
Select section 2. Brand Elements

2. Brand Elements
- Select activity Brand Elements dari Keller & Wheeler
  Brand Elements dari Keller & Wheeler File
  
  Students must
  
  Mark as done
  
  Materi terkait Brand Elements dari Keller & Wheeler, meliputi:
  
  Criteria for choosing brand elements
  
  Brand Names
  
  Logo’s and Symbols
  
  URLs
  
  Characters
  
  Slogans and Jingles
  
  Packaging
- Select activity Tugas kelompok: Ekuitas Merek
  
  Tugas kelompok: Ekuitas Merek Assignment
  
  Students must
  
  Mark as done
  
  Silakan bentuk kelompok @ 2 orang, lalu baca rujukan brand identity dan brand equity dari: Aaker, Keller & Wheeler.
  
  Pilih 2 produk baik merek lokal & global, lalu identifikasi dan komparasi aspek berikut:
  
  - brand elements yang menyertai produk tsb
  
  - program pemasaran apa yang dilakukan untuk membentuk brand equity dari produk tsb
  
  notes: pastikan analisis kelompok dikaitkan dengan pemahaman teori yang merujuk kepada Aaker, Keller, dan Wheeler.
  
  Format file: PPT
  
  Presentasi akan dilakukan pada pertemuan ke-5 Rabu 29 September 2021.
  
  Due date pengumpulan PPT: Selasa 28 September 2021 pkl. 23:59 WIB.
Select section Topic 3

Topic 3
- Select activity Ekuitas merek
  
  Ekuitas merek File
  
  Students must
  
  Mark as done
  
  Mempelajari element ekuitas merek
Select section Topic 4

Topic 4
- Select activity Ekuitas merek
  
  Ekuitas merek File
  
  Students must
  
  Mark as done
  
  Menjelaskan tentang ekuitas merek
Select section Topic 5

Topic 5
- Select activity MENGUKUR EKUITAS MEREK
  
  MENGUKUR EKUITAS MEREK File
  
  Students must
  
  Mark as done
  
  Mempelajari metode2 yang digunakan dalam pengukuran ekuitas merek
Select section Topic 6

Topic 6
Select section Topic 7

Topic 7
Select section UTS

UTS
- Select activity Pengumpulan Proposal Studi Perbaikan Manajemen Merek pada UMKM
  
  Pengumpulan Proposal Studi Perbaikan Manajemen Merek pada UMKM Assignment
  
  Students must
  
  Mark as done
  
  UTS kelompok @ 2 Mahasiswa/i
  
  Kerangka:
  
  1. Latar Belakang: fenomena atau permasalahan
  
  2. Pengenalan bisnis UMKM (sesuai lokus)
  
  3. Rencana bantuan ide dari tim
  
  File dalam bentuk pdf
Select section 9. Desain Program Pemasaran untuk Meningkatkan Brand Equity

9. Desain Program Pemasaran untuk Meningkatkan Brand Equity
- Select activity Designing Marketing Program to Build Brand Equity
  
  Designing Marketing Program to Build Brand Equity File
  
  Students must
  
  Mark as done
  
  Learning Objectives
  After reading this chapter, you should be able to
  1. Identify some of the new perspectives and developments in marketing.
  2. Describe how marketers enhance product experience.
  3. Explain the rationale for value pricing.
  4. List some of the direct and indirect channel options.
  5. Summarize the reasons for the growth in private labels.
Select section 10. IMC to Build Brand Equity

10. IMC to Build Brand Equity
- Select activity Learn from Starbucks Brand Equity
  
  Learn from Starbucks Brand Equity URL
  
  Students must
  
  Mark as done
  
  Apa yang menyebabkan Starbucks bangkit dari penurunan revenue?
  
  Strategi apa yang dapat memperkuat ekuitas merek Starbucks?
- Select activity IMC to Build Brand Equity - Keller
  
  IMC to Build Brand Equity - Keller File
  
  Students must
  
  Mark as done
  
  Marketers need to evaluate marketing communication options strategically to determine how they can contribute to brand equity.
  To do so, marketers need some theoretical and managerial guidelines by which they can determine the effectiveness and efficiency of various communication options both singularly and in combination with other communication options
Select section 11. Brand Extension

11. Brand Extension
- Select activity Brand Extension
  
  Brand Extension File
  
  Students must
  
  Mark as done
  
  Learning Objectives
  After reading this chapter, you should be able to
  1. Define the different types of brand extensions.
  2. List the main advantages and disadvantages of brand extensions.
  3. Summarize how consumers evaluate extensions and how extensions contribute to parent brand equity.
  4. Outline the key assumptions and success criteria for brand extensions.
Select section Topic 12

Topic 12
Select section Topic 13

Topic 13
Select section 14. Destination Branding

14. Destination Branding
- Select activity Destination Branding
  
  Destination Branding File
  
  Students must
  
  Mark as done
Select section Topic 15

Topic 15
Select section Topic 16

Topic 16