Course Syllabus: Product and Brand Management
MBAC662.01
FACULTY:
CONTACT:
OFFICE HOURS:
OFFICE:
SECRETARY:
CLASSROOM:
SCHEDULE:
Professor Ana Hory
Home phone: (310) 374 4780
Mondays and Wednesdays from 6 to 7 p.m., by appt. only
Hilton 208A
Diana Asai x87404
St. Robert’s 234 for the first 3 weeks, TBD after that
5/15 – 6/21/06, Mon. and Wed. 7:10 pm – 10:10 pm
TABLE OF CONTENTS
1. Purpose of the Course…………………………………………………………………………………..2
2. Course Description………………………………………………………………………………………..2
3. My teaching philosophy……………………………………….………………………………………..2
4. Reading…………………………………………………………………………………………………………..3
5. Materials…………………………………………………………………………………………………………3
6.Resources………………………………………………………………………………………………………..3
7. Course Calendar…………………………………………………………………………………………….3
8. Course Requirements…………………………………………………………………………………….5
9. Evaluation……………………………………………………………………………….…………………….7
10. Grading Procedures……………………………………………………..……….…………………….7
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Course Syllabus: Product and Brand Management
MBAC662.01
PURPOSE OF THE COURSE
The purpose of the Product and Brand Management class is to give you a
fundamental understanding of how to build, measure, and manage a brand.
Course activities include readings from Keller’s ‘Strategic Brand Management’
textbook, discussions of these readings, and cases from Keller’s ‘Best Practice
Cases in Branding’ that will allow you to apply the theories and strategies
learned. You’ll also have the opportunity to work on a brand project.
COURSE DESCRIPTION
As products, pricing and distribution increasingly become commodities, the
new competitive arena is brand value, which creates long-term profitable
brand relationships. Building brand equity involves managing brands within the
context of other brands, as well as managing brands over multiple categories,
over time, and across multiple market segments.
Just as building brands is highly interactive to be successful, so will this class.
You can learn as much from class and group discussions as from my lectures and
from speakers, therefore it’s expected that you take the initiative to share
your experiences, ask questions, and even disagree with myself and other
fellow classmates if your experience and learning makes you think otherwise.
In order to enrich your learning experience, I’ve invited three guest speakers to
share real-life examples on topics we’ll be discussing that day or that week.
The speakers are:
-
Bill Rosenthal, Chief Operating Officer, Ignited Minds
Dr. Michael Shore, Sr. Director Consumer Research, Mattel Inc.
Peter Helenek, Director of Design Girls Products, Mattel Inc.
MY TEACHING PHILOSOPHY
Having worked in industry for over 15 years, my philosophy of teaching is to
share real life experiences with theory. And since every situation is different
when dealing with branding issues, in order for you to learn how to create and
manage brands, you’ll need to analyze and deconstruct examples and cases.
By doing that, you’ll begin creating your own understanding of how branding is
done, and how much you’ll get out of this class is entirely dependent on you.
My role in this class will be of a facilitator to learning more than a motivator
that threatens with tests and grades if don’t perform a certain way. Grades
are required, but I see their role as providing a comparative evaluation so you
will have some idea of your competitive position in brand management.
Finally, and very important, I plan to make this an interesting learning
experience, therefore any feedback that you might have regarding any aspect
of this class, is very welcome!
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Course Syllabus: Product and Brand Management
MBAC662.01
READING
I expect you to read the assigned chapters for a particular class before the
date we’ll be discussing them. A list of materials to be read and cases to be
prepared for each class are listed under “Course Calendar” below.
MATERIALS
Required Textbooks:
Strategic Brand Management, by Kevin Keller, Prentice Hall 2nd Edition
Best Practice Cases in Branding: Lessons from the World’s Strongest Brands, by
Kevin Keller, Prentice Hall
Other:
One Blue Book for Final Exam
RESOURCES
A Powerpoint of the day’s lecture will be posted in Blackboard the day of the
lecture.
COURSE CALENDAR
5/15 Monday
Reading:
Ch. 1 Brands and Brand Management
Ch. 2 Customer-based Brand Equity
5/17 Wednesday
Speaker: Bill Rosenthal, Chief Operating Officer, Ignited Minds
Reading:
Ch. 3 Brand Positioning and Values
Ch. 4 Choosing Brand Elements to Build Brand Equity
5/22 Monday
Reading:
Ch. 5 Designing Marketing Programs to Build Brand Equity
Ch. 6 Integrating Marketing Communications to Build Brand Equity
Case:
MTV: Building a Brand Resonance
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Course Syllabus: Product and Brand Management
MBAC662.01
5/24 Wednesday
Reading:
Ch. 7 Leveraging Secondary Brand Knowledge to Build Brand Equity
Case:
Nike: Building a Global Brand
In class:
Case: Levi Strauss and Co.: Creating a Sub-brand
5/31 Wednesday
Speaker: Dr. Michael Shore, Sr. Director Consumer Research, Mattel Inc. (TBC)
Reading:
Ch. 8 Developing Brand Equity Measurement and Management System
Ch. 9 Measuring Sources of Brand Equity
Case:
Yahoo! Managing an Internet Brand
6/5
Monday
Reading:
Ch. 10 Measuring Outcomes of Brand Equity
In class:
Case: Snapple: Revitalizing a Brand
6/7
Wednesday
Reading:
Ch. 11 Design and Implementing Branding Strategies
In class:
Case: Nivea: Managing a Brand Hierarchy
6/12 Monday
Speaker: Peter Helenek, Director of Design Girls Brands, Mattel Inc.
Reading:
Ch. 12 Introducing and Naming New Products and Brand Extensions
In class:
Case: Red Bull: Building Brand Equity in New Ways
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Course Syllabus: Product and Brand Management
MBAC662.01
6/14 Wednesday
Reading:
Ch. 13 Managing Brands Over Time
Ch. 14 Managing Brands Over Geographical Boundaries and Market Segments
Case:
Starbucks Corporation: Managing a High Growth Brand
6/19 Monday
Projects’ Presentations
Group
Group
Break
Group
Group
1
2
3
4
7:10 –
7:45 –
8:15 –
8:30 –
9:00 –
7:40 pm
8:15 pm
8:30 pm
9:00 pm
9:30 pm
6/21 Wednesday
Final Exam
Note: Remember to purchase one Blue Book and bring it to class
COURSE REQUIREMENTS
There are four primary course requirements. You will demonstrate your
competency in brand management by your performance in class discussion, on
a team case project, on a team branding project and on a final exam.
Attendance
You’re expected to come to all classes. Failure to do so will affect your class
discussion grade. If you have more than one absence, you’ll need to do extra
work in order to make up for the missed classes
Class Discussion
You’re expected to participate in every class
Team Case Project
The class will be broken up in four groups. Each group will prepare and present
one of the following case studies:
5/22
5/24
5/31
6/14
MTV: Building a Brand Resonance
Nike: Building a Global Brand
Yahoo! Managing an Internet Brand
Starbucks Corporation: Managing a High Growth Brand
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Course Syllabus: Product and Brand Management
MBAC662.01
On the first day of class, I’ll need a list with the members in your group and
your first and second case choices.
Every student is expected to come prepared to discuss all cases. The group
presenting the case should:
- Prepare an outline of the problem the case poses
- Choose a framework to solve the problem
- Evaluate possible outcomes once the framework is applied (higher grade
will be given to groups that present a strong rationale of the possible
outcomes)
- Present the case in front of the class using Powerpoint
Deliverables:
- Powerpoint presentation to be delivered to the class
- One paper copy of the powerpoint presentation to be given to me.
Document must include the names of all group members
- All deliverables are due in the beginning of class. Grade will be affected
if materials are turned in later in the class
Team Branding Project
Each group is expected to prepare a Branding Project to be delivered to the
class on 6/19. The objective of this project is to give you hands on experience
in brand management.
You have two options:
1) Choose an existing brand and improve it
2) Create a new brand
Your projects should include:
- Evaluation of brand awareness and brand association for existing brands*
or opportunity evaluation for new brand
- Brand positioning and values
- Who your target is
- Brand elements
- Marketing programs and communications
- Brand portfolio analysis if existing brand or potential brand extensions if
new brand
* You can conduct a mini survey on-campus to identify these
Deliverables on 6/19:
- Report, double-spaced, with support graphs and data
- Powerpoint presentation to be delivered to the class
- One paper copy of the powerpoint presentation to be given to me
- Both the report and powerpoint presentation need to have the group’s
members names on it
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Course Syllabus: Product and Brand Management
MBAC662.01
-
All deliverables are due in the beginning of class. Grade will be affected
if materials are turned in later in the class
Each group will have 20 – 25 minutes to present the project and 5 – 10 minutes
to answer questions.
Final Exam
The Final Exam will be a case which will be given to you on 6/19 so that you
have time to read it before the Final.
Honor Code
I do ask you to not discuss the case with other students in the class. If similar
approaches to the questions given on the Final are found, your grade will be
penalized accordingly.
Failure to comply with course requirements
- Late papers will incur in reduced maximum grade (for example, from A+
to A-) unless with a strong reason for the delay given within 24 hrs.
- If you have more than one absence, you’ll need to do extra work in
order to make up for the missed classes
- If you miss the Final Exam, please advise me within 24 hrs. so that we
can schedule a make up exam. Note that this will only be acceptable in
extreme cases
Last day to withdraw from the course
You have until 5/19 to let the school and I know that you’re dropping the
course without a financial penalty. After that, you’ll incur a financial penalty
EVALUATION
6/5
End of the Semester
Informal mid-semester review
Formal course evaluation
GRADING PROCEDURES
Class participation
Team case project
Team project
Final Exam
10%
20%
40%
30%
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