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Brand Management

Brand Management

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Published by sridaths
This is a project on Branding
This is a project on Branding

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Published by: sridaths on Jan 13, 2010
Copyright:Attribution Non-commercial


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Course Philosophy
My basic teaching philosophy for this course is to blend the theory and practice of product and brand management in a comfortable, supportive classroom environment thatpromotes active learning. A good theory is invaluable because it structures problems andsuggests possible solutions.
My view is that the most critically importantconsideration in branding is understanding the customer, hence many theoriescovered will be from a consumer behavior perspective.
 Branding is both an art and a science. Thus, few branding situations have a definitive,unqualified answer as to the “best” marketing programs. Yet, my belief is that byproviding you with relevant and comprehensive theories, and all the accompanying ideas,concepts, mechanisms, and models that go along with that, you can make more informeddecisions that will have a greater probability of success.The course readings and activities are designed to help blend theory and practice. Thetextbook will cover the basic concepts and theoretical frameworks. Additional readingswill supplement these theories and provide current thinking on key topics. Cases willallow us to apply these theories to real marketing problems. Guest speakers will be usedto illustrate current brand issues and the tension between theory and practice.
Course Requirements and Evaluations
PossibleComponent Points
Individual: 200
Exam 1 75 points
Exam 2 75 points
Case Quizzes 25 points
Course Participation 25 pointsTeam Assignments: 125
Brand Audit 125 points
Total Possible: 325 points
The grading scale is A = 90% and above, B = 80-89%, C = 70-79%, D = 60-69%, andF = less than 60%.
There will be two exams worth 75 points each. The objective of the exams is to test yourlearning in the course and allow you to demonstrate your ability to independently applythe frameworks and constructs we’ve discussed. The exams will consist of multiple-choice questions and short answer questions. Exam 1 is February 20. Exam 2 is March27.
 Note that the exam will cover material from lectures and guest speakers. Assignedreadings and cases should be reviewed to reinforce the topics covered in lectures.
Case Quizzes
The case method will be heavily emphasized in this course. The amount you learn from acase depends on how carefully you read it and how well you analyze it. Read each casethoroughly and come to class ready to contribute to discussions, just as though you werepreparing for a big meeting at work. Don’t be passive; don’t expect somebody else in theclass to do the analysis or come up with that great solution to the firm’s problems.
At theend of the syllabus, a set of study questions is provided for each case to help focusyour preparation effort. Please read these carefully
reading a case.
Thesewill not always cover every issue, but they will give you a good basis for discussion.There are 5 assigned cases (Levis, L’Oreal, Coca-Cola, Exploring Brand-PersonRelationships, Dewars). Your preparation for each case discussion will be tested by ashort quiz at the beginning of the class. The quiz will be comprised of two shortquestions – if you’ve read the case, you should have no difficulty answering them. Quizgrading will be 5 points if answer both questions correctly, 2.5 points if answer one of two questions, and 0 points if incorrectly answer both questions or fail to take the quiz.
Course Participation
"Course participation" does not just mean "the amount of time you talk in class" - itmeans participation in the class as a whole. Thus, there are actually many ways toimprove your participation grade:
In-Class Participation.
Many people are intimidated by the "obligation" of speaking upin class. Don't be. Your anxiety will be reduced only through practice! Gettingcomfortable with public speaking will give you a HUGE career advantage. Here's thesecret to cutting your stress level - BE PREPARED. Your class participation grade isweighted heavily in favor of quality over quantity.
Bug me with things you don't understand.
Contact me for clarification on confusingtopics. Not only will this let me know of your sincere interest in the course, but it willactually increase your chances of a good grade on the written work.
Current Events.
Bring in a current event (usually an article from a newspaper ormagazine, or sometimes an ad, promotional material, or actual new product). It should berelevant to the topic we are discussing in class. State why you found it interesting andhow it is relevant. Reading the marketing and advertising columns of the newspapers andbusiness press can provide great opportunities for class participation.

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