"MKT382 Syllabus -Walls"
Strategic Brand Management Spring 2006 Course, Time MKT 382 – 04900, Mondays & Wednesdays, 8 - 9:30 Classroom GSB 3.138 Office, Hours GSB 4.126K, by appointment Instructor & TA Stephen Walls Joseph Reske E-mail firstname.lastname@example.org email@example.com Phone m:512.422.1918 m:214.683.8743 Course Description So many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage their brands within their overall marketing and corporate strategy efforts. This course will focus on the basic building blocks of building and managing a brand, as well as advanced and special topics of brand management that will provide a well-rounded look at issues in integrating the brand into overall marketing and company activities. Required Readings The book should be available at the University Co-op and possibly other bookstores, retail & online. Brand Aid – Brad VanAuken Additional cases and articles to be purchased/distributed online or in class Blackboard & Email Most presentations, course documents, etc. will be available on our Blackboard course site. When turning in a completed document, you’ll need to submit it through the Digital Dropbox utility on Blackboard (under the “Tools” menu). Since the University considers email an official means of communication, I will assume that you are checking your email daily during the session for any communications from me or your TA. I will also check my email at least daily. Email, like mobile phones, is both a blessing and a curse. Based on past experiences, I have just a few guidelines for communicating over email. Use email only when you have a very brief question that requires a very brief answer or when you want to set up an appointment with me. Assume that I generally check email only once per day. Do not email assignments to me unless you’ve checked with me first (they may easily get lost in the shuffle). Do not use email to discuss grades, express concerns, or launch into passionate diatribes. Instead, set up time with me to discuss in-person. Strategic Brand Management Spring 2006 A Few of My Thoughts on Teaching I consider all of you professionals who are just about to embark on an exciting career and are attending school as an investment in your future. My goal is to provide tools and create an environment for learning. My responsibility as an instructor is to ensure that this class contributes to the overall return on your investment by providing a worthwhile set of tools and resources. Since you all learn in different ways, your responsibility is to take advantage of all the resources provided in all the ways that are best for you. I have created a fairly specific structure to this course, but will maintain a great deal of flexibility so that we can adapt to the needs and desires of those participating. While the methods will not always be straight forward, throughout this course I am trying to encourage you to read the material from the resources provided, critically think about how they apply to a variety of brand circumstances, make connections to concepts larger than branding and marketing, and consider how you will make the world a better place through your work. Communication & Class Participation I believe strongly that communication is a key skill for anyone involved in any aspect of marketing, not to mention almost every other aspect of business. Although your assignments will be evaluated primarily on the basis of effort and content, you will also be evaluated on your ability to communicate effectively. This will apply to both written and oral presentations of your work. Class participation seems to be a long-standing struggle for many instructors. My philosophy is that you are all bright people who learn in different ways and that you have made a deliberate choice about your involvement in this program. Therefore, I am not going to set defined participation targets that must be achieved for a particular grade, with the exception of case studies. However, because you all come from a variety of experiences and backgrounds, I am hoping that each of you will contribute greatly to the knowledge built and transferred in this class by speaking up and sharing your thoughts. I ask that you come prepared to participate either actively or passively in the discussions by not just reading the required cases and chapters, but by also forming opinions and questions about the material presented. Although there will not be a specific grade assigned to your class participation, I will consider significant contributions in determining the final grade. You should always be prepared to discuss the readings and your individual assignments during class when called upon. These will not be attempts to harass or embarrass you, I promise. I simply want to give everyone more experience in being prepared to speak on the spot about various topics. I also intend to take a facilitator’s approach to class discussion and will attempt to draw out a full range of perspectives as opportunities arise. Strategic Brand Management Spring 2006 Assignments 1. Brand Case Discussions Goal: Encourage preparation and critical thinking for class discussions and provide opportunities to speak in public about your thoughts and opinions. Because managing a brand is more art than science, we will use case studies to explore examples of brand management in action. While many of our case studies could cover a very broad range of branding and marketing topics, we will try to keep our scope more limited to the topics we are covering closely before and after the case study. At the beginning of the semester, you all will be placed on teams based on your interests and background. Each team will choose a brand for which they will prepare a case study for class discussion. Responsibilities for the presenting team include: Researching for at least 5 articles that discuss your brand, industry, and its issues (you’ll turn these articles in with your presentation and cite them within your presentation) - we’ll discuss some good places to look for interesting articles Selecting and distributing (by 5pm on Friday before the case is discussed) an article/reading or two for your classmates to read in preparation for the discussion (10-20 pages of reading) Developing a presentation to use in leading a class discussion on the case that focuses on the recommendations that you all have developed as well as any other questions you think the class should consider - focus on teaching rather than presenting! Leading the class discussion, attempting to draw out the ways in which we can learn from this case study Presentations should be structured as follows: 1. Recommendations first. Recommendations should be focused on the topic that your group is assigned to consider. 2. Synthesis of the class concepts. Discussion and analysis should be based on the concepts or models that we have been using in class and, in particular, those that are focused on the topic that your group is assigned to consider. Certainly, you can present ways in which your case study is contradictory to the models that we’ve been discussing. 3. Class discussion. You should attempt to motivate discussion in each part of your presentation, but, at the very least, we will take an opportunity at this point to open up the conversation for critical thinking and discussion. 4. Other interesting considerations and questions. Take an opportunity to present other interesting aspects of this case study for us to discuss more broadly. Responsibilities for all other students include: Reading the assigned article(s) and being prepared for participating in the case discussion Writing a one-page response (single-spaced) to the question I will pose for the topic and brand. Additionally, you may also consider the following questions - What did you learn from the case? What other questions/factors would have been interesting to consider? Do you connect it to any other brands? Are there any other analysis approaches that would be especially interesting for this brand? Providing feedback to the presenting team Due Dates: See Course Schedule for Brand Case Discussion Dates 2. Exams Goal: Display mastery use of brand analysis techniques to explore and articulate the basic sources of equity for a given brand and provide recommendations for improvement of their position. There will be two exams that will be based on our case studies, text, and class discussions. The test will consist of short essay questions and you will generally be given a week to complete them. You will be expected to have read all of the material assigned, both by me and the student groups presenting cases. You may also decide to conduct some research on your own. Questions will be created to make sure you have an understanding of the brand’s equity based on brand principles we discuss. You should also be forming thoughts about the health of the brand (including sub-brands) today, the best way for them to increase Strategic Brand Management Spring 2006 brand equity in the future, and, ultimately, how the brand (and sub-brands) can be leveraged and managed to make the company more successful. Be aware that all of your answers must be your own, although you are certainly allowed to discuss the exams with other classmates. Exam Due Dates: October 22nd & December 10th 3. Brand Thyself™ (or Brand-A-Friend™) Goal: Practice using brand building concepts using a brand that you know well (or should get to know better). Since 6th century B.C., “know thyself” has been a rallying cry of philosophers, psychologists, and brand instructors. In that spirit, you get the opportunity to develop yourself (or a close friend) as a brand. Your task is to develop a branding proposal of you (or your friend). While your presentation can be in any format you choose – PowerPoint slides, presentation “storyboards”, printed, electronic, etc. – it should include the following, at a minimum. target audience (potential partners, friends, employers - all or any of those) core brand values brand mantra brand association (mental) map brand building pyramid brand position map (current and future, if different) & positioning statement co-branding entities at least one brand element: brand name, logo, slogan, jingle, or character optional extras that you can consider include: other brand elements, future directions for your brand, and anything else that would add to your brand. You should also add any notes to the presentation that help me understand it better. Because you will not be there to present it to me directly, these notes will help further articulate your ideas. Grading for this assignment will be based on meeting the requirements above with an appropriate amount of effort, detail, creativity, and use of class concepts. Due Date: November 11th Grading In grading, I will always be looking for effort, creativity in thought, connection of class and business school concepts, and the extras that just make the work that much better. For all of the assignments above, I’ve attempted to explain the minimum criteria. If you meet the expectations of those criteria, you can expect a grade in the B to B+ range. Only as you exceed expectations will I award scores in the A range. Be aware that in determining the final grade, I do not round up. That is, if you receive anything lower than a 90.0, your grade will fall in the B grade range. Per McCombs MBA guidelines, we will be using the +/- grading system in this class as follows: A: 93.0 - 100 B+: 87.0 - 89.9 C+: 77.0 - 77.9 D+: 67.0 – 69.9 F: below 60.0 B: 83.0 - 86.9 C: 73.0 - 76.9 D: 63.0 - 66.9 A-: 90.0 - 92.9 B-: 80.0 - 82.9 C-: 70.0 – 72.9 D-: 60.0 – 62.9 I am happy to discuss grade concerns, but I have a few guidelines. All discussions about grades must be in person. I will not discuss grades over email or by phone. In setting up an appointment, I ask that you wait 3 days after you receive the grade but no more than 14 days. I want to be sure you have time to consider the grade in a rational context, but I do expect you to address your concerns soon after the grade is returned. Strategic Brand Management Spring 2006 I am rarely open to discussing grades after you have received your final grade, unless there is a calculation error. I would prefer that you address grade concerns by assignment, not just because you were expecting or hoping for a higher final grade. Maximum Points for Each Assignment Brand Case Presentation – 20 points Brand Case Written Responses – 3 points each; 21 points total Exam 1 – 20 points Brand Thyself – 14 points Exam 2 – 25 points Course Schedule - Tentative Session 1 30-Aug Course Introduction Session 2 6-Sep Introduction to Strategic Brand Management Teams Formed Introduction & Chapter 1 Session 3 11-Sep Case Discussion - Apple Session 4 13-Sep Sources of Brand Equity & Brand Knowledge Chapter 2 & 8 Session 5 18-Sep Brand Positioning, Values, Promise Chapters 4, 5, & 6 Session 6 20-Sep Case Discussion - Brand Values & Promise Session 7 25-Sep Case Discussion - Brand Positioning Session 8 27-Sep Heather Kennedy - Whole Foods Session 9 2-Oct Brand Elements Chapter 7 + Show & Tell Session 4-Oct 10 Case Discussion - Brand Elements Session 9-Oct Brand Communications, Secondary Associations & Co- 11 Branding Chapters 9, 10, 13, & 14 Session 11-Oct 12 Klaudia Flanigin - Publicis Session 16-Oct 13 Case Discussion - Communications Session 18-Oct 14 Branding Online Exam 1 Due by 22-Oct Chapter 11 Strategic Brand Management Spring 2006 Session 23-Oct 18 Case Discussion - Branding Online Session 25-Oct 19 Brand Hierarchies, Portfolios, & Extensions Chapter 15 Session 30-Oct 20 HEB Guest Speaker Session 1-Nov 21 Case Discussion - Hierarchies, Extensions, & Portfolios Session 6-Nov 22 Brand Research Chapter 17 Session 8-Nov 23 Brand Equity Measurements Brand Thyself Due 11-Nov Chapter 18 Session 13-Nov 24 Tony Rogers - Wal-Mart Session 15-Nov 25 Managing Brands Across Time & Cultures Chapters 16 & 19 Session 20-Nov 26 Case Discussion - Cultural & Geographic Session 22-Nov 27 Film: The Persuaders Session 27-Nov 28 Corporate Social Responsibility Programs Session 29-Nov 29 Case Discussion - Social Responsibility Session 4-Dec 30 Branding Ethics Session 6-Dec 31 Wrap Up Exam 2 Due by 10-Dec