Strategic Brand Management Course Syllabus Winter 2009 Instructor: Philip Sugai Office: 205 Phone: x400 Email: firstname.lastname@example.org Course Description: One of the most effective tools to hedge against market risk and distance similar products or services from competitors is an organization 9s underlying brand identity. This course will provide MBA and eBusiness candidates with the skills needed to successfully develop, manage and promote the core values of an organization 9s brand internally and in competitive markets. We will accomplish this through two specific components.
First, we will provide a framework within which students will be able to study those factors that most often determine the overall success of particular brands in competitive markets. Second, we will then provide practical tools to develop and implement winning brands, including the ability to develop a clear market vision, implement a successful marketing strategy, identify and communicate with a specific target audience and position a product for optimal success. This course will especially focus on best-in-class branding strategies and practices across a number of industries.
Recommended Texts (On Course Reserve in the Library): Strategic Brand Management, 2 nd Edition Kevin Lane Keller, Hardcover: 816 pages, Prentice Hall; ; (September 3, 2002), ISBN: 0130411507 United We Brand, Mike ... more. less.
Moser, Harvard Business School Press, Hardcover: 192 pages, April 4, 2003, ISBN: 1578517982 Forrester Research Reports (For February 24 th Guest Lecture) " Executive Q&A: Design Personas by Bruce D. Temkin " Using Personas To Inform Marketing And Sales Efforts: Three Examples by Moira Dorsey " How Design Personas Differ From Typical Customer Segmentation Models by Moira Dorsey " Best And Worst Of Personas, 2007 by Moira Dorsey Grading: " 4 Case Briefs (Individual) - 20% o (5%) The Sure Thing That Flopped - R0807X o (5%) UNME Jeans - 9-509-035 o (5%) Introducing New Coke 9-500-067 o (5%) Walt Disney Internet Group Japan 9s Dimo Project - 904A26 " 2 Case Reports (Group) - 20% o (10%) The Global Branding of Stella Artois - 900A19 o (10%) Real Madrid Real Madrid Club de Futbol - 9-504-063 Real Madrid Club de Futbol in 2007; Beyond the Galacticos - 9-508-060 " Class Participation 20% o (10%) Attendance (on time) o (5%) Participation in Class Discussions o (5%) Team meetings " Final Project (Group) 40% o Situation Analysis (Feb 10 th 3 5%) o Competitive Advantage (Feb. 24 th 3 5%) o Complete Rough Draft (March 10 th 3 5%) o Brand Management Plan 3 (March 17 th - 15%) o Final Presentation 3 20 Minutes (March 17 th - 10%) The IUJ Honor Code According to the IUJ Student Handbook, all work assigned on an cindividual d basis must be completed individually, without consulting with others for ideas or insights for this work.<br><br> Individuals or student groups that submit work that is found to be cplagiarized d or include elements of ccheating d (as defined in the IUJ Student Handbook or in the IM cPlagiarism d folder) will be dealt with in the most severe terms, including possible expulsion from the IUJ community. Team Project: Student groups will work on the development of a brand strategy for a pre-determined company which will be presented in the first class session. Students will develop the most effective brand strategy to develop and enhance this brand.<br><br> Groups will create a detailed assessment of the overall Brand vs. competing Brands, identify the key attributes contributing to current and potential Brand Equity, and create a strategic branding initiative for the company to undertake. January 15 th Finalization of Project Groups February 10 th Situation Analysis Report February 24 th Competitive Advantage Report March 17 th Final Rough Draft presented for Review March 17 th Final Report and Presentation Delivery Group Presentation of Project Results Course Schedule Date Topic and Readings (to be Prepared in Advance of Class) January 8 th Lecture 1 - Class Introduction January 13 th Lecture 2 - Asking a SEED Question The Sure Thing that Flopped Lecture 3 - Becoming an Expert I cSherlock Holmes, A Scandal in Bohemia d Quiz January 15 th Lecture 4 - Becoming an Expert II UNME Jeans Case Brief January 20 th Group Case Report 1 3 The Global Branding of Stella Artois Review of Phases 1-2 Lecture 5 - Developing Competitive Advantage January 27 th Case Discussion 3 Introducing New Coke Deriving Competitive Advantage Lecture 6 3 Building a Brand Roadmap I February 3 rd NO CLASS February 10 th Lecture 7 3 Building a Brand Roadmap II Lecture 8 - Challenge Identification and Objective Setting February 17 th Lecture 9 - Developing a Brand Strategy Lecture 10 - Brand Valuation February 24 th Final Project PRESENTATIONS/BRAINSTORMING Guest Lecture 3 Jonathan Browne, Forrester Research Personas March 3 rd Group Case Report 2 3 Real Madrid Club de Futbol; Beyond the Galacticos Brand Strategy Lecture 11 - Turning Plans into Action March 10 th Lecture 12 - Brand Hierarchies and Portfolios Walt Disney Internet Group Dimo Project Lecture 13 - The Future of Branding March 17 th Group Presentation Session I Group Presentation Session II and Wrap-up<br><br>