RCSC 320
COURSE INFORMATION
PRODUCT DEVELOPMENT AND BRAND STRATEGIES
Spring 2014
COURSE
DESCRIPTION
Use case studies to examine theories, applications, and scientific aspects of
strategic brand management in retailing including building, measuring, and
managing brand equity. Students will research, create, organize, and present a new
product development concept and its brand strategy.
REQUIRED
TEXT
Keller, Kevin Lane. Strategic Brand Management: Building, Measuring, and
Managing Brand Equity. Upper Saddle River, New Jersey: Prentice-Hall, 4 ed.,
2012.
Keller, Kevin Lane. Best Practice Cases in Branding: Lessons from the World’s
Strongest Brands. Upper Saddle River, New Jersey: Prentice-Hall, 3 ed., 2008.
INSTRUCTOR
Roger Kramer (Mr. Kramer)
Associate Professor of Retailing & Consumer Sciences
Office: MCPRK 425B
Phone: 621-1928
Email: rkramer@cals.arizona.edu
OFFICE HOURS
By appointment
TA
Brintha Subramaniam
Graduate Associate, Retailing and Consumer Sciences
Office: Graduate Cubicle in Room 425, McClelland Park
Email: brinthas@email.arizona.edu (preferred contact method)
COURSE CREDIT
3 units
CLASSROOM
MCPRK 101
TIME
NOTE
Section 001
1:00 p.m. – 1:50 p.m. MWF
Read this course information carefully. Refer to it throughout the semester. It
represents a contract between the student and the instructor.
COURSE
OBJECTIVES

Learns about brands, their importance, their representation to
consumers, and their proper management.

Learns about the scientific aspects of branding in providing guidance to
making brand-related decisions.

Understands the concept of brand equity.

Learns how to build, measure, and manage brand equity.

Becomes aware of a perspective to interpret the potential effects and
trade-offs of various brands strategies and tactics.

Studies best practice cases in branding to learn lessons from some of the
world’s strongest brands.
Page 1 of 6
COURSE
GRADING
CRITERIA
Note:
GRADING SYSTEM
Note:
ATTENDANCE
POLICY/
ADMINISTRATIVE
DROP

Understands the process of developing, introducing and naming new
products and brand extensions.

Creates, organizes, and presents a product development/strategic brand
management portfolio.
Portfolio Project = 100 points
Examination #1 = 100 points
Examination #2 = 100 points
Examination #3 = 100 points
Final Examination = 100 points
500 points total
Extra Credit Points (ECP) = 0 to 12 points (1 ECP for each one of the 12 in-class
assignments)
A = 500-450 points
B = 449-399 points
C = 398-348 points
D = 347-297 points
E = 296 - 0 points
More than three unexcused absences may affect the student’s overall course grade.
See Attendance Policy/Administrative Drop.
Class attendance is required. Students are expected to be regular and punctual in class
attendance. The University believes that students themselves are primarily responsible for
attendance. Roll will be taken in class. Responding to the roll and leaving class soon after
will be viewed and recorded by the instructor as an absence for that class period. When
signing in on the student attendance sheets, full signatures are required.
If a student signs in using his or her initials, the student will be marked absent.
If a student misses only part of a class for a legitimate reason, consult with the instructor on
how attendance for that class period will be recorded.
Excessive or extended absence from class is sufficient reason for the instructor to
recommend that the student be administratively dropped from the course. Students are
subject to being administratively dropped from the course after three or more consecutive
class sessions missed if arrangements have not been made between instructor and student.
All holidays or special events observed by organized religions will be honored as an
excused absence for those students who show affiliation with that particular religion.
Absences approved by the UA Dean of Students (or Dean’s designee) will also be honored
as an excused absence. A student must notify the instructor of their absence in advance.
Effect of attendance on course grade: A student’s overall course grade may be
dropped one letter grade (e.g. from B to C) due to more than three unexcused
absences (e.g. job interviews, non-emergency doctor’s appointments, etc.).
Page 2 of 6
OTHER COURSE
POLICIES
Students should be prepared to spend the class time in the classroom. Thus, students
should not be walking in and out of the classroom unless in an emergency. Students are
expected to act in a manner conducive to learning. Turn off cell phones and pagers
during class. Persistent disruption will result in dismissal from the classroom and an
assessed class absence for that session. Attire worn during exams should not conceal
one’s eyes in any way.
Under no circumstances will make-up examinations be given unless legitimate
documents are provided to the instructor. If in the rare case that a student must
take a make-up examination, with the instructor’s prior permission, there can be
only one make-up examination given per student. The make-up examination will
be scheduled after class has taken the examination.
It is in the interest of every student to attend all sessions of the class in which he/she is
registered. Each student has and obligation to contribute to the academic performance of
all by full participation in the work of each class session. If special difficulties arise, the
student should consult the instructor.
Raising questions with the instructor is encouraged. Please do not talk with students
sitting next to or near you when the class presentation is in progress. Students who
disturb the class, presenter, or instructor will be asked to leave the room.
All assignments, unless otherwise noted by the instructor are to be typewritten.
Students are expected to have completed the assigned readings prior to coming to class.
Students must make a copy of all course work submitted.
Students are responsible for all materials and announcements presented in class whether
in attendance or not.
IN CLASS
TECHNOLOGY
USE POLICY
Laptops may ONLY be used for taking notes in class and related course activities
determined by the instructor. In the classroom, use of laptops, cell phones and
other technology devices are PROHIBITED for texting, email, web-surfing, or any
other purposes. Violation of the in class technology use policy can result in variety
of sanctions as deemed appropriate by the instructor. These sanctions can include,
but are not limited to, a point deduction of up to 50 points in a student’s overall
points total for each offense, being administratively dropped from the course, a
request that the student leave the classroom, etc.
PORTFOLIO
PROJECT
ASSIGNMENT
SUBMISSION
Portfolio project assignment is to be submitted to the instructor in class on the
due date.
Early or late assignments must be submitted personally to the instructor. It is up
to the student to make appropriate arrangements for this type of assignment
submission to transpire.
The portfolio project assignment cannot be turned in via email or left in the
instructor’s mailbox. The portfolio project assignment turned in past the
due date will be reduced twenty-five points for each day late. Late
assignments will not be accepted later than two days after the due date.
Page 3 of 6
SCHOLASTIC
WORK/
CODE OF
ACADEMIC
INTEGRITY
Integrity is expected of every student in all academic work. The guiding principle of
academic integrity is that a student's submitted work must be the student's own.
Students engaging in academic dishonesty diminish their education and bring discredit
to the academic community. Students shall not violate the Code of Academic Integrity
and shall avoid situations likely to compromise academic integrity.
COURSE
WITHDRAWAL
Students withdrawing from this course must notify the instructor prior to nonattendance
in classes and execute drop or withdrawal procedures in accordance with the UA
General Catalog.
INCOMPLETE
POLICY
Any incomplete grade given must be verified with a written agreement with the student
which specifies the work to be done and a timetable of completion.
SPECIAL
NEEDS
STATEMENT OF
COPYRIGHTED
MATERIALS
NOTE
Students needing special accommodations or special services should contact the
Learning Disabilities Program/S.A.L.T., 1010 N. Highland, 621-1242 and/or The Center
for Disability Related Resources/CEDRR, 1224 E. Lowell St., 621-3268. The needs for
specialized services must be documented, verified by these UA units, and presented to
the instructor before the end of the second week of class. The instructor will do
everything
he advised
can to enhance
learning
experience.
Students are
that allyour
lecture
notes,
lectures, study guides and other course
materials disseminated by the instructor to the students, whether in class or online,
are original materials and as such reflect intellectual property of the instructor or
author of those works. All readings, study guides, lecture notes and handouts are
intended for individual use by the student. Students may not distribute or
reproduce these materials for commercial purposes without the express written
consent of the instructor. Students who sell or distribute these materials for any
use other than their own are in violation of the University’s Intellectual Property
Policy (available at http://www.ott.arizona.edu/uploads/ip_policy.pdf). Violations
of the instructors copyright may result in course sanctions and violate the Code of
Academic Integrity.
Information contained in this document may be subject to change with advance notice
as deemed appropriate by the instructor.
Page 4 of 6
COURSE OUTLINE
RCSC 320 PRODUCT DEVELOPMENT AND BRAND STRATEGIES
Date
Topics/Activities
Jan. 15 Course Information
17 Portfolio Project Assigned
20 Martin Luther King Jr. Holiday – No class
22 Proctor & Gamble (ECP)
24 Dockers: Creating a Sub-Brand (ECP)
27
29
31
Feb. 3
5
7
10
12
14
17
19
21
24
26
28
Mar. 3
5
7
10
12
14
17
19
21
24
26
28
31
Ap. 2
4
7
9
11
Brands and Brand Management
Brands and Brand Management
Intel: Building a Technology Brand (ECP)
Customer-Based Brand Equity
Customer-Based Brand Equity
Got milk?: Branding a Commodity (ECP)
Brand Resonance and the Brand Value Chain
Brand Resonance and the Brand Value Chain
Examination #1
Choosing Brand Elements to Build Brand Equity
Choosing Brand Elements to Build Brand Equity
MTV: Building Brand Resonance (ECP)
Designing Marketing Programs to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Nike: Building a Global Brand (ECP)
Integrating Marketing Communications to Build Brand Equity
Integrating Marketing Communications to Build Brand Equity
DuPont: Managing a Corporate Brand (ECP)
Leveraging Secondary Brand Associations to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity
TBA
Spring Recess – No Class
Spring Recess – No Class
Spring Recess – No Class
Nivea: Managing a Multi-Category Brand (ECP)
Examination #2
Starbucks Corporation: Managing a High Growth Brand (ECP)
Developing a Brand Equity Measurement and Management System
Developing a Brand Equity Measurement and Management System
Yahoo!: Managing an Online Brand (ECP)
Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Portfolio Project Due
Global Retailing Conference – No Class
Page 5 of 6
Spring 2014
Textbook Readings
Case - 9
Chapter 1
Chapter 1
Case - 1
Chapter 2
Chapter 2
Case - 2
Chapter 3
Chapter 3
Chapter 4
Chapter 4
Case - 5
Chapter 5
Chapter 5
Case - 6
Chapter 6
Chapter 6
Case - 8
Chapter 7
Chapter 7
Case - 10
Case - 13
Chapter 8
Chapter 8
Case - 11
Chapter 9
Textbook Readings
Date
Topics/Activities
14
16
18
21
23
25
28
30
May 2
5
7
12
Measuring Outcomes of Brand Equity: Capturing Market Performance
Measuring Outcomes of Brand Equity: Capturing Market Performance
Snapple: Revitalizing a Brand (ECP)
Accenture : Rebranding a Global Brand (ECP)
Examination #3
Designing and Implementing Brand Architecture Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands Over Time
Managing Brands Over Geographic Boundaries and Market Segments
Closing Observations and Final Examination Review
Final Examination Review
Final Examination 1:00 p.m. – 3:00 p.m.
Page 6 of 6
Chapter 10
Chapter 10
Case - 14
Case - 15
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15