G8353000 Special Lecture(Brand Marketing)

Hiroshima University Syllabus

Japanese

Academic Year 2026Year School/Graduate School School of Economics Economics Evening Course

Lecture Code G8353000 Subject Classification Specialized Education

Subject Name 特別講義（ブランドマーケティング）

Subject Name
（Katakana）トクベツコウギ（ブランドマーケティング）

Subject Name in
English Special Lecture(Brand Marketing)

Instructor SEO GANGHOON

Instructor
(Katakana) ソ　カンフン

Campus 　 Semester/Term 2nd-Year, First Semester, First Semester

Days, Periods, and Classrooms (1st) Fri11-12：Higashi-Senda Lecture Rm M303

Lesson Style Lecture Lesson Style
(More Details) Face-to-face, Online (on-demand)

Credits 2.0 Class Hours/Week 2 Language of Instruction J : Japanese

Course Level 2 : Undergraduate Low-Intermediate

Course Area（Area） 24 : Social Sciences

Course Area（Discipline） 04 : Management

Eligible Students

Keywords Brand、Brand Equity、Marketing

Special Subject for Teacher Education 　 Special Subject 　

Class Status
within Educational
Program
(Applicable only to targeted subjects for undergraduate students)
Criterion referenced
Evaluation
(Applicable only to targeted subjects for undergraduate students)

Class Objectives
/Class Outline A brand—defined as a combination of elements such as names and logos intended to distinguish and differentiate a firm’s products and services from those of competitors—emerged alongside human commercial activity. Over time, its value and significance as an intangible asset have been developed and firmly established. In recent years in particular, amid the widespread occurrence of mergers and acquisitions, brands have increasingly been recognized as intangible corporate assets and positioned as a core element of overall corporate strategy.

This course aims to develop both knowledge of branding and the practical application of that knowledge. Specifically, through this course, students will comprehensively acquire key concepts, theories, and corporate case studies related to branding, primarily within the field of marketing. The course is also designed to enable students to simulate real-world situations in which they establish and manage brands for both for-profit and non-profit organizations in the future.

The course is structured into two parts. In the first half, students will learn the foundational knowledge necessary to understand branding, including its concepts, history, elements, and typologies. The course will also examine the value that brands create for both firms and consumers, with a particular focus on brand equity theory. In addition, various brand strategies employed by contemporary firms—such as brand extension strategies—will be reviewed, and the relationship between brands and consumers will be explored, primarily based on Keller’s theoretical framework. Students’ understanding of the content covered in the first half of the course will be assessed through a midterm examination.

In the second half, the course will focus on the management of leading brands and provide an opportunity to consider how brands are designed, developed, and nurtured over time.

Class Schedule 1. Guidance / Course Orientation
2. Understanding Brands I: Brand Concepts and History
3. Understanding Brands II: Brand Elements
4. Understanding Brands III: Brand Typologies
5. Brand Value and Brand Equity
6. Brands and Strategy I (Market Entry): Brand STP Strategy
7. Brands and Strategy II (Post–Market Entry): Brand Extension Strategies
8. Brands and Strategy III (Other Strategies)
9. Brands and Consumers
10. Brand Design and Development
11. Brand Proposal Presentations I and Discussions
12. Brand Proposal Presentations Ⅱ and Discussions
13. Brand Proposal Presentations Ⅲ and Discussions
14. Brand Proposal Presentations Ⅳ and Discussions
15. Brand Proposal Presentations Ⅴ and Discussions

Text/Reference
Books,etc. No required textbook is assigned. Lecture materials will be provided, and recommended readings will be introduced in the lecture materials for each session.

PC or AV used in
Class,etc. Handouts, Microsoft Teams

(More Details) Instruction will be provided through PowerPoint-based lectures.

Learning techniques to be incorporated Discussions, Flip Teaching

Suggestions on
Preparation and
Review Students are required to read the distributed materials before each class.
Estimated time required for out-of-class study:
Preparation: 2 hours
Review and application: 2 hours

Requirements This course adopts a blended learning format, combining face-to-face classes and on-demand sessions, with Microsoft Teams used as the primary platform.

Classes will generally follow the content outlined in the syllabus; however, changes may be made when necessary. Any such changes will be announced in advance.

Grading Method Assessment: Final exam (60%), Presentation (20%), Class participation and attitude (20%)

Practical Experience

Summary of Practical Experience and Class Contents based on it

Message Sottaku Dōji (啐啄同時)

Other

Please fill in the class improvement questionnaire which is carried out on all classes.
Instructors will reflect on your feedback and utilize the information for improving their teaching.

Academic Year	2026Year	School/Graduate School	School of Economics Economics Evening Course
Lecture Code	G8353000	Subject Classification	Specialized Education
Subject Name	特別講義（ブランドマーケティング）
Subject Name （Katakana）	トクベツコウギ（ブランドマーケティング）
Subject Name in English	Special Lecture(Brand Marketing)
Instructor	SEO GANGHOON
Instructor (Katakana)	ソ　カンフン
Campus		Semester/Term	2nd-Year, First Semester, First Semester
Days, Periods, and Classrooms	(1st) Fri11-12：Higashi-Senda Lecture Rm M303
Lesson Style	Lecture	Lesson Style (More Details)	Face-to-face, Online (on-demand)

Credits	2.0	Class Hours/Week	2	Language of Instruction	J : Japanese
Course Level	2 : Undergraduate Low-Intermediate
Course Area（Area）	24 : Social Sciences
Course Area（Discipline）	04 : Management
Eligible Students
Keywords	Brand、Brand Equity、Marketing
Special Subject for Teacher Education		Special Subject
Class Status within Educational Program (Applicable only to targeted subjects for undergraduate students)
Criterion referenced Evaluation (Applicable only to targeted subjects for undergraduate students)
Class Objectives /Class Outline	A brand—defined as a combination of elements such as names and logos intended to distinguish and differentiate a firm’s products and services from those of competitors—emerged alongside human commercial activity. Over time, its value and significance as an intangible asset have been developed and firmly established. In recent years in particular, amid the widespread occurrence of mergers and acquisitions, brands have increasingly been recognized as intangible corporate assets and positioned as a core element of overall corporate strategy. This course aims to develop both knowledge of branding and the practical application of that knowledge. Specifically, through this course, students will comprehensively acquire key concepts, theories, and corporate case studies related to branding, primarily within the field of marketing. The course is also designed to enable students to simulate real-world situations in which they establish and manage brands for both for-profit and non-profit organizations in the future. The course is structured into two parts. In the first half, students will learn the foundational knowledge necessary to understand branding, including its concepts, history, elements, and typologies. The course will also examine the value that brands create for both firms and consumers, with a particular focus on brand equity theory. In addition, various brand strategies employed by contemporary firms—such as brand extension strategies—will be reviewed, and the relationship between brands and consumers will be explored, primarily based on Keller’s theoretical framework. Students’ understanding of the content covered in the first half of the course will be assessed through a midterm examination. In the second half, the course will focus on the management of leading brands and provide an opportunity to consider how brands are designed, developed, and nurtured over time.
Class Schedule	1. Guidance / Course Orientation 2. Understanding Brands I: Brand Concepts and History 3. Understanding Brands II: Brand Elements 4. Understanding Brands III: Brand Typologies 5. Brand Value and Brand Equity 6. Brands and Strategy I (Market Entry): Brand STP Strategy 7. Brands and Strategy II (Post–Market Entry): Brand Extension Strategies 8. Brands and Strategy III (Other Strategies) 9. Brands and Consumers 10. Brand Design and Development 11. Brand Proposal Presentations I and Discussions 12. Brand Proposal Presentations Ⅱ and Discussions 13. Brand Proposal Presentations Ⅲ and Discussions 14. Brand Proposal Presentations Ⅳ and Discussions 15. Brand Proposal Presentations Ⅴ and Discussions
Text/Reference Books,etc.	No required textbook is assigned. Lecture materials will be provided, and recommended readings will be introduced in the lecture materials for each session.
PC or AV used in Class,etc.	Handouts, Microsoft Teams
(More Details)	Instruction will be provided through PowerPoint-based lectures.
Learning techniques to be incorporated	Discussions, Flip Teaching
Suggestions on Preparation and Review	Students are required to read the distributed materials before each class. Estimated time required for out-of-class study: Preparation: 2 hours Review and application: 2 hours
Requirements	This course adopts a blended learning format, combining face-to-face classes and on-demand sessions, with Microsoft Teams used as the primary platform. Classes will generally follow the content outlined in the syllabus; however, changes may be made when necessary. Any such changes will be announced in advance.
Grading Method	Assessment: Final exam (60%), Presentation (20%), Class participation and attitude (20%)
Practical Experience
Summary of Practical Experience and Class Contents based on it
Message	Sottaku Dōji (啐啄同時)
Other
Please fill in the class improvement questionnaire which is carried out on all classes. Instructors will reflect on your feedback and utilize the information for improving their teaching.

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