MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
Fall, 2012
ALAN WHITEBREAD
OFFICE—W358
TEXT
Phone: 834-1963 E-Mail: Alan.Whitebread@ttu.edu HOURS— Usually M, W 9-10 and 2-4, or T and Th by appointment.
#1 TEXTBOOK – B2B Brand Management, ISBN-10 3-540-25360-2 or ISBN-13 978-3-540-25360-0 , Springer, paperback, 2008. Textbook savings
may be found at bartelby.com, bookrenter.com, campusbookrenter.com, chegg.com, gutenberg.org, and others.
#2 ADDITIONAL MATERIALS MAY BE REQUIRED FROM

Product Development & Management Association http://www.pdma.org/ or Project Management Institute
http://www.pmi.org/info/default.asp
#3 Check the website http://awhitebread.ba.ttu.edu -daily- for the latest information on the course and support materials.
A GLOSSARY OF TERMS MAY BE FOUND AT http://www.pdma.org/library/glossary.html AND AT http://www.npd-solutions.com/glossary.html
COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION
This course will provide a comprehensive overview of product / brand management and new product development. There will be a mix of theory and
actual business applications of the theory. The student will demonstrate application of all major theories through interactive class participation, exams,
and homework.
The course begins with a fundamental framework for product management and product development in large organizations [total corporate sales >$500
million]. Sources of information will include the class lectures, textbook, current events, handouts, selected items on the web, postings on
http://awhitebread.ba.ttu.edu, and library resources.
EXPECTED LEARNING OUTCOMES
At the end of the course, students will have an understanding of the following.
 Creative Solutions: Develop creative solutions to Marketing problems focusing on brand management and new product development [NPD]
issues.
 Define and Assess: Define market segments and assess attractiveness in a multi-brand active NPD environment.
 Application: Apply Marketing knowledge to manage relationships with customers, suppliers, and internal groups.
 Ethical Decisions: Identify ethical content and decisions in brand management.
 Marketing Plan: Identify components of a Marketing plan and their impact on brand management and NPD issues.
 Globalization: Identify the implications of globalization on brand management and NPD.
 Role of Marketing: Explain the role of Marketing in the organization and society and the fit with brand management and NPD.
COURSE GRADING
The final grade will be based on demonstrating competence in the six non-comprehensive exams. Exams may cover any materials since the previous test—
texts, lectures, discussions, handouts, web sites, current events, library and online information, and vocabulary. Lectures will expand on and explain the key
components of the reading materials listed in the syllabus. The six exams are 100% of the final grade (16.67% each). Optional homework assignments and inclass quizzes provide the student with an opportunity to earn additional test points. Reading all the appropriate materials before the lecture will greatly help
student understanding of the material. Students will find the tests quite difficult if they are not thoroughly familiar with all course materials. The following
grade scale applies.
A=81% and above B=74% to 80% C=67% to 73% D= 61% to 66% F=60% and below
All students should be prepared to answer random questions in class—failure to do so could negatively affect their grade. Attendance is required
and the student is expected to be on time. If you miss a class you need to get good lecture notes from a classmate. Students will find the tests
quite difficult if any classes are missed, vocabulary is not learned, slides are not studied in detail, and the book is not reviewed.
Since all assignment dates are detailed on the syllabus, the student bears total responsibility for complying with the requirements of the course.
NOTICE: Late or make-up exams will not be given. If you miss an exam or an exercise you will receive a zero. No extra credit projects will be
allowed. Grades will only be discussed in person in my office. If you must miss class, see me in advance so we can arrange for you to complete the
work before your absence.
WITHDRAWALS
A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of withdrawal.
CLASS CONDUCT
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12. Special accommodations to students with disabilities
will be made, as detailed in Operating Policy 34.22. Student absences for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.
CIVILITY IN THE CLASSROOM
Students are expected to assist in maintaining a classroom environment conducive to learning. In order to assure that all students have an opportunity to gain from time
spent in class, unless otherwise approved by the instructor, students are prohibited from using cellular phones, beepers, pagers, or similar devices, eating or drinking in class,
making offensive remarks, reading newspapers, sleeping or engaging in any other form of distraction. Inappropriate behavior in the classroom shall result in, minimally, a
request to leave class.
ADA STATEMENT
Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to
make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note
instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional
information, you may contact the Student Disability Services office in 335 West Hall or 806-742-2405.
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MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
SECTION
LECTURE[S]
DATE[S]
ALL
Fall, 2012
TITLE [Chapter: page(s)]
[key items, excerpts from one key article per section as appropriate]
HOMEWORK opportunities must be complete, professional – computer printout only, and will only be accepted at
the start of class on the date indicated. Any or all of the materials due may be selected to be presented. Students
MUST USE the project templates for development of their materials to receive any credit.
o LECTURE EXCERPTS will only be available until that section’s test.
o If a link does not work, search on the topic to find another link with that content.
8/27
Introduction to the course
KEY ONLINE ARTICLE: “Best Global Brands 2010” by Interbrand at http://www.interbrand.com/en/best-globalbrands/best-global-brands-2008/best-global-brands-2011.aspx
KEY ONLINE ARTICLE: “A Tense Kodak Moment” at www.businessweek.com/stories/2005-10-16/a-tense-kodakmoment explains why brand management is not enough!
1
8/29
Brand Managers, Channel Managers, Product Managers, and New Product Development Managers as Product
Champions
 Their organizational role
 Typical job descriptions and compensation
 Characteristics of good product managers
 Leading and sustaining development teams
 Organizational hurdles, politics, and issues
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Value-based management [VBM]
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Corporate innovation
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Product development within an SBU
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Interfacing with other functional areas
2A
8/31
Corporate Strategy and Customer Orientation:
Understanding Wants, Needs, and the Competitive Environment
 Introduction to some of the New Product Development [NPD] schools of thought
 The Configuration School of NPD and organizational behavior: defenders, prospectors, analyzers, and reactors
 Tools and techniques
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Core competencies
RECOMMENDED ARTICLE: “The Core Competence of the Corporation”, C. K. Prahalad and Gary Hamel, Harvard

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Business Review, May-June, 1990. [see TTU library online journals]
To get these articles go to the main university library http://library.ttu.edu/ul/ . Click on [1] E-JOURNALS
[2] find the journal issue and proceed.
Key success factors
SWOT analysis
BCG and McKinsey / GE strategic planning models
2B
9/5
Corporate Strategy and Customer Orientation:
Understanding Wants, Needs, and the Competitive Environment [continued]
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Porter: Five Forces, and Competitive Advantage of the Firm

Gap analysis
 Five Steps for NPD Success
 The Core-Branded-Augmented Product Chart
 Strategic Options
3
9/7
Brands and Brand Management: An Introduction [1: Being Known or Being One of Many pp. 1-13]
 Brand definition – What does branding do?
 The Core-Branded-Augmented Product Chart expansion to the expanded Generic-Core-Branded-AugmentedPotential Product Chart concept
 Goods-Services Continuum
 Tools and techniques
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Product Risk Analysis: Understanding types of risk

Minimizing risks
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MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
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4A
4B
Fall, 2012
Brand assets to brand strength
Brand equity [definition – financial formulas – off-balance sheet items* [many references – see index in text]
Factors for enduring brand leadership
Tools and techniques
Brand challenges
Brand opportunities
KEY ARTICLE: “Package-Goods Brands Lose Loyalty in a Recession”, Advertising Age
http://adage.com/article?article_id=137436
9/10
Overview of the Strategic Brand Management Process [2: To Brand or Not to Brand pp. 15-60]
 Identify and establish brand positioning and values

Tools and techniques
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Introduction to Points of Parity, Points of Difference, and Points of Contention

Competitive Frame of Reference

Core Brand Values

Brand Mantra
 KEY ARTICLE: “How to Brand Sand”, Booze Allen http://www.strategy-business.com/article/16333?gko=7a2df
 Plan and implement brand marketing programs
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Brand elements
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Brand value
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Growing and sustaining brand equity
9/12
TEST #1 [Sections 1 through 4A]
9/14
Brand Management Approaches [3: B2B Branding Dimensions pp. 65-105 only]
Brand Identity Prism
Brand Management Approaches – An Overview
 Economic approach
 Identity approach
 Consumer-based approach

Customer-based Brand Equity [CBBE]
 Personality approach

David Aaker’s Brand Equity Model

RECOMMENDED ARTICLE: “The Importance of Corporate Brand Personality”, K. L. Keller, Journal of
Brand Management http://www.palgrave-journals.com/bm/journal/v14/n1/full/2550055a.html
 Relational approach
5
9/17 &
9/19
Brand Types and Characteristics [4: Acceleration through Branding pp. 157-201]
 Building a Brand
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Brand identity, Brand Meaning, Brand Response, Brand Relationship

Brand identity traps
 Tools and techniques
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IN-CLASS EXERCISE: Build a Mind Map
 Positioning and the benefits of a strong brand
 KEY ARTICLE: Brand Killers http://www.brandkillers.com/
6
9/19 &
9/21
New Product Development: Risk Assessment
 Identify Critical success factors
 Derivative, platform, and breakthrough new products
KEY ARTICLE: “Creating Project Plans to Focus Product Development”, Stephen C. Wheelwright and Kim
B. Clark, [Harvard Business Review, March-April, 1992]. [see TTU library online journals]
 Tools and techniques

Idea generation methods
KEY ARTICLE: For methods http://members.optusnet.com.au/~charles57/Creative/Techniques/

In-class Creativity exercises, analytic exercises, experiential exercises
8/10/2012 10:07:47 AM
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
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Fall, 2012
Product Generation Map Introduction
Technology Roadmap Introduction
Concept screening and selection: form, function, design, aesthetics, …
Project selection
Three Key Questions
7A
9/24
Market Research and Market Segmentation
 Using research to define needs, wants, and sources of value
 Questions, answers, and questionnaire construction
 Tools and techniques [overview]

Qualitative techniques

Competitive analysis and product line analysis

Contextual research principles and process

Users: interview users, free association, focus groups, and projective techniques

Quantitative techniques
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Customer-perceived value
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Correspondence mapping

Concept testing
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Brand attributes and brand benefits

Perceptual mapping

Factor analysis, multidimensional scaling, conjoint analysis

Principal components analysis [PCA]

Brand personality

The Power of Brand Passion
 KEY ARTICLES: [1] Brand Personality – The Relationship Basis Model, started at UC Berkeley Hass
School of Business http://www.scribd.com/doc/6841796/Brand-Personality
7B
9/26
Market Research - 2
KEY ARTICLE: "Premarket Forecasting of Really-New Products," Urban, Glen L., Bruce Weinberg and
John R. Hauser (1996), Journal of Marketing, 60,1, (January), 47-60 excerpts. [see TTU library
online journals]

Quantitative techniques: cluster analysis
 Market Description and Expected Buyer Behavior
 Market Segmentation
KEY ONLINE ARTICLES: [1] P&G Canada SCOPE short case http://www.scribd.com/doc/2559535/CASEProcter-and-Gamble-PG-Inc-Canada-Scope , [2] Indicators of Market Potential
9/28
TEST #2 [Sections 4B through 7B]
7C
10/1
Consumer Market Segmentation [6: Beware of Branding Pitfalls pp. 277-295]

Selecting target markets [Kotler’s five tests]
RECOMMENDED ARTICLE: "Rediscovering Market Segmentation," Harvard Business Review,
February, 2006, pp.122-131. [see TTU library online journals]
 Meaningful Differentiation and benefit presentation
 Estimating market [segment] potential [This is included with market segmentation in Section 7B]
8A
10/3
New Product Development Process: From Concept to Launch [7: Future Perspective pp. 297-323]
 Managing product development teams

Responsibilities and challenges
 The importance of speed-to-market
 Key project questions
 Project management basics

Tools and techniques
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PERT, CPM, and Gantt charts
 Engineering requirements

Product design strategy alternatives
8/10/2012 10:07:47 AM
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
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Fall, 2012
Rapid prototyping methods and development
Iterative concept and product design
Cross-licensing
8B
10/5
NPD Process: From Concept to Launch Standards, Quality, and Product Liability

Standards, product and performance specifications, and product testing

Quality Concepts:
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TQM, continuous improvement, benchmarking, lean manufacturing, QFD, ISO, and Six Sigma
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Quality and product life expectations

Hazard analysis and design failure mode & effects analysis
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Selecting and specifying product packaging for maximum effect

Packaging and safety

Assessing product liability
 IN-CLASS CASE REVIEW: Strategos - Radically Accelerate and Improve New Product Development
8C
10/8
NPD Process: From Concept to Launch: Advanced Topics
Business Market Segmentation
 Defining segments [especially business segments]
 KEY ONLINE ARTICLE: The Service Side of B2B Marketing, Bob Donath & Co., Inc.
 Indicators of market potential; Estimating market segment size and potential
10/10
TEST #3 [Sections 7C through 8C]
10/12
OPTIONAL HOMEWORK OPPORTUNITY [DUE 10/15] You are the new QHotels Chain [UK]
[http://www.qhotels.co.uk/hotels.aspx ] brand manager and have been asked to put together a brand segmentation
chart showing all Hilton and Marriott brands for potential entry into the U.S. upper middle hotel market. Identify all
existing positions and gaps. See
9A
http://www.hilton.com/en/hi/info/family_brands.jhtml;jsessionid=JEPXZN52Z5PJ0CSGBIXM22QKIYFCVUUC?adId=fob,hihomepage,30 and
http://marriott.com/aboutbrands/default.mi?WT_Ref=MI_Home
Selling the Project I: The Marketing Plan
 Requirements of a Successful Project
 Integrating the new product[s] with the rest of the business: Brand Portfolio

The value proposition and the Brand Value Chain
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Unique selling proposition [USP] [Domino’s]
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KEY ONLINE ARTICLE – How to Create Your USP…
 Getting the positioning and the Marketing Mix Right: An Overview
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IN-CLASS CASE REVIEW: TACO BELL Product Development
 Product and brand creation/naming flow chart
9B
10/15
TURN IN HOMEWORK AT THE BEGINNING OF CLASS.
Selling the Project – 1
New Product Forecasting / Using IMC to Drive Customer Value
 Tools and techniques

New product forecasting alternatives and their use

Using IMC to drive customer value understanding [advertising, collateral, media planning, public relations,
trade shows, …]
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Feedback and feedback loops
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Integration with the sales organization[s]
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Creating successful sales training and sales materials [collateral; demonstration; FABs; …]
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The Launch and year 1
KEY ARTICLE: Cadbury Company, UK-Case Studies – The launch of some new products
http://www.skillsspace.co.uk/business_studies/16to19/

Implementation
8/10/2012 10:07:47 AM
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
Fall, 2012
10A
10/17
Brands: Supply Chain Management and Channel of Distribution Management
 Supply Chain Management
 Channel definitions and design basics
 Channel alternatives, channel selection, and channel maps
 OPTIONAL HOMEWORK OPPORTUNITY: Use NAICS for building the B2B channel maps. You can find
2012 NAICS at www.census.gov/eos/www/naics . DUE 10/22
10A
10/19
Brands: Supply Chain Management and Channel of Distribution Management -Continued
 Channel of Distribution Management
 Simple versus complex channels [detailed coffee example]
 Competitive advantage through channel design
10B
10/22
11A
10/24
TURN IN HOMEWORK AT THE BEGINNING OF CLASS.
Brands: Supply Chain Management, Channel Management, and Value Chain Management – CONTINUED
 Simple versus complex channels [detailed coffee example]
 Competitive advantage through channel design
Maximizing Value and Implementing Price Strategy, Tactics, and Laws
 Foundations, issues, objectives
 FABs
 Understanding and establishing value

RECOMMENDED ARTICLE: “Customer Value Propositions in Business Markets”, James C. Anderson, James A.

Narus, and Wouteran Rossum, [Harvard Business Review, March, 2006, pp. 91-99].
Understanding the role of cost structures
10/26
TEST #4 [Sections 9A through11A]
11B
10/29
Brands: Pricing Strategies, Tactics, and Laws
 Product Pricing Strategies, tactics, and laws
12
10/31
Detailed Integrated Marketing Communications [IMC] Plan [3: B2B Branding Dimensions pp. 105-150 only]
 An overview of IMC
 Setting objectives and budgets
 Developing a comprehensive IMC plan with the right mix

Collateral: Literature

Media schedule; Introduction to Standard Rate and Data Service [SRDS]

Coverage ratio
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Effective promotion
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The need for a strong public relations campaign
 E-commerce

E-commerce Objectives

Integrating E-Commerce Strategy and Activity
 KEY ONLINE ARTICLE: IMC Plan Example
13
11/2
Selling the Project II: The Business Plan
 Contents
 Accounting and financial items
 Pro formas
 Budgets
 Performance measures
TENTATIVE HOMEWORK OPPORTUNITY [DUE 11/7] As a Brand Manager in MY COMPANY, INC., you have to
demonstrate that your new product development can lead to financial success. So your Pro Forma P&Ls must
exceed corporate goal minimums. Solve the B2B and B2C pro formas to prove the viability of your new product
development.
14
11/5
TURN IN HOMEWORK AT THE BEGINNING OF CLASS.
IP: Protecting Your Brands and Creations Around the Globe
8/10/2012 10:07:47 AM
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE
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Fall, 2012
KEY ONLINE ARTICLES: International Patents; International Trademarks; International Trade Secret
Issues
Trademarks, servicemarks
Types of patents
Making sure the patent has value
Challenging a patent
Trade secret law
IP record keeping
Increasing Sustainable Competitive Advantage with intellectual property
15
11/7
Sales: Ethics, Organizations and Integrating Sales Activities
 Traits of sales personnel
 Types of Sales Organizations
 Sales organization structures
 Sales management issues
 Preparing the sales organization[s] for the launch
16
11/9
11/12
TEST #5 Covers materials from 10/24 through 11/14 [Sections 11B through 15]
The Launch
 Getting ready
 Roll-out planning
 Maximizing IMC impact [Colgate Total toothpaste]
 The supply chain
 Channel fill[s] and the logistics of supply
17
11/14
Building Successful Brands: The Marketing Plan II
 A Comprehensive Look at the Product Life Cycle

Ansoff’s product-market expansion grid
 Product Family and Life-cycle Planning / Management
 KEY ARTICLE: – Vaseline Intensive Care product lines http://www.vaseline.us/products/default.aspx
 Brand extensions: risks and opportunities

Product line management: expansion, modification, and discontinuation

Saving a Brand: Johnson & Johnson Tylenol
 KEY ONLINE ARTICLES: [1] Successful Brand Repositioning, McKinsey & Company and [2] Trading Up
[Coach style], Forbes
18
11/16
Building Successful Brands: Years 2 and Beyond
 Tools and techniques
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Review: 1-Product Generation Map / 2-Technology Roadmap

Portfolio planning and analysis Market metrics: continuous customer feedback
 Advanced brand management topics

Managing the Product Life Cycle; Licensing

Co-branding

Managing and building relationships

From Private Labels to Store Brands – Private label strategies

Generic Brands
IN-CLASS CASE REVIEW: Air Products & Chemicals: Implementation of a Global Customer Loyalty Process
KEY ONLINE ARTICLE: Foster’s Group Investor Conference Presentation
11/19
Special topics day.
11/26
Business-to-Business [B2B] Brands
 Characteristics of B2B vs. B2C markets
 B2B competition and market segmentation
 Make or buy decisions
 Disruptive innovation and technologies
19A
8/10/2012 10:07:47 AM
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE

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Fall, 2012
IMC / Sales Management
OEM / Private Label strategies and the importance of services
19B
11/28
When things go wrong!
20
11/30
A Detailed Comparison of Brand Management Approaches
 Economic; Identity; Consumer-based; and Personality
21
12/3
International Brands and Issues

KEY ONLINE ARTICLES: [1] “Customer “IKEA”, Kerry Capell, [Business Week, November 14, 2005 pp.96-106]
and [2] “Kraft Reformulates Oreo, Scores in China”
22
12/5
Advanced Topics and New Developments
 Leading World-Wide Marketing and Sales
12/11
FINAL EXAM – TEST #6 Covers materials from 11/12 through 12/5 [Sections 16 through 22] – 1:30 – 4:00 PM,
TUESDAY, DECEMBER 11 in the regular classroom.
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