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. Roberts 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. Materials3 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 Kellers Strategic Brand Management textbook, discussions of these readings, and cases from Kellers Best Practice Cases in Branding that will allow you to apply the theories and strategies learned. Youll 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 its 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, Ive invited three guest speakers to share real-life examples on topics well 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, youll need to analyze and deconstruct examples and cases. By doing that, youll begin creating your own understanding of how branding is done, and how much youll 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 dont 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 well 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 Worlds Strongest Brands, by Kevin Keller, Prentice Hall Other: One Blue Book for Final Exam RESOURCES A Powerpoint of the days 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
Group 1 Group 2 Break Group 3 Group 4

Projects Presentations 7:10 7:40 pm 7:45 8:15 pm 8:15 8:30 pm 8:30 9:00 pm 9:00 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 Youre expected to come to all classes. Failure to do so will affect your class discussion grade. If you have more than one absence, youll need to do extra work in order to make up for the missed classes Class Discussion Youre 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 MTV: Building a Brand Resonance 5/24 Nike: Building a Global Brand 5/31 Yahoo! Managing an Internet Brand

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Course Syllabus: Product and Brand Management

MBAC662.01 6/14 Starbucks Corporation: Managing a High Growth Brand On the first day of class, Ill 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 groups
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Course Syllabus: Product and Brand Management

MBAC662.01 members names on it 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, youll 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 youre dropping the course without a financial penalty. After that, youll incur a financial penalty EVALUATION 6/5 End of the Semester GRADING PROCEDURES Class participation Team case project Team project Final Exam 10% 20% 40% 30% Informal mid-semester review Formal course evaluation

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