MKT382 Syllabus -Walls

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					                            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
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

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


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
   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
        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


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