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 Brand Management in a Multi-National Company

 

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​Description of the course: 

Course dedicated to all SGH students on 4th and 5th year from all majors
Instructors: prof. Piotr Płoszajski (SGH) and P&G managers. 

ECTS points: 5,5

Course goals and program:
The course introduces students to the business reality of a multifunctional company using P&G as best-in-class example. Students are assigned to a multifunctional team and work on a plan to relaunch a brand and bring it to market leader position. Managers from marketing, finance, logistics and sales departments introduce students to their everyday business challenges and share expertise and tools necessary to successfully manage a brand. Students work in groups reflecting multi-functional team set-up to recommend new strategy for the brand's relaunch. They focus on key business areas: marketing (brand re-positioning and communication strategy), market research (assessing the competitive landscape, market sizing), finance (brand’s profit & loss), logistics (supply chain optimization) and sales (trade strategies, promotions effectiveness). The outcome of the course will be presentations of each group’s relaunch recommendation to the executive board. Course objective: Introduce students to the strategic and operational reality of a multinational company based on Procter & Gamble example. Making students familiar with key roles and tools used by different departments of the company giving them the opportunity to apply the acquired skills in the real business case, training soft skills such as presentation skills, teamwork and analytical skills. 
Recruitment procedure for the course:

Students interested in applying for the course need to fill out the questionnaire and online assessment test on:
https://pg.taleo.net/careersection/10000/jobdetail.ftl?job=BRM00000635&lang=en&sns_id=mailto#.WFef2jDSVtE.mailto  and then pass the reasoning test (in P&G office or on the campus)
Applications are accepted and the online tests have to be completed until January 25th, 2017.
Reasoning tests (RT) have to be completed by January 20th, 2017. The candidates passing the online assessment will be invited to write the RT in the P&G Warsaw office throughout December and January. The final test will be done on the Warsaw School of Economics Campus (Building G) on January 20th at 11.40.
Elements of the final grade:
Group assessment 20%
Homework presentations 30%
Quality of the final case analysis and solutions offered 50%
Selected basic readings:

K.L. Keller, Strategic Brand Management - Building, Measuring, and Managing Brand Equity, Prentice Hall, 2003; K. Roberts, Lovemarks, The Future Beyond Brands, PowerHouse Books, 2004; H. Pringle, W. Gordon, Zarządzanie marką, Rebis, 2008; M. Witek-Hajduk, Zarządzanie marką, Difin, 2001; P&G booklet with course materials and recommended readings (to be delivered in class)

Course schedule:

Session 1: February 17th
Session 2: March 3rd
Session 3:March 17th
Session 4:  April 14th Final Presentation

Knowledge:

Gaining broad and up-to-date knowledge of major paradigms, theories and academic discussions regarding brand management with special emphasis on the cross-cultural and cross-border specificity of multi-national company. Building intellectual ability to see and discuss the multi-faceted nature of brand management and its practical applications. 
 
Skills:
Developing students' practical skills to:
1.     Analyze the different variables of the market influencing brand development strategies;
2.     Build full-fledged brand strategy for a given product and a given market;
3.     Asses the possible strengths, weaknesses, opportunities and threats of the strategy developed;
4.     Use the different methods and research instruments offered by management theory for practically solving analytic problems in the process of brand strategy's creation.
Other competences: 
Developing presentation skills of the students.