MBAC66206S1

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Course Syllabus: Product and Brand ManagementMBAC662.01

FACULTY: Professor Ana HoryCONTACT: Home phone: (310) 374 4780OFFICE HOURS: Mondays and Wednesdays from 6 to 7 p.m., by appt. onlyOFFICE: Hilton 208A

SECRETARY: Diana Asai x87404CLASSROOM: St. Roberts 234 for the first 3 weeks, TBD after thatSCHEDULE: 5/15 6/21/06, Mon. and Wed. 7:10 pm 10:10 pm

TABLE OF CONTENTS

1. Purpose of the Course..22. Course Description..2

3. My teaching philosophy...24. Reading..35. Materials36.Resources..37. Course Calendar.38. Course Requirements.59. Evaluation..710. Grading Procedures....7

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PURPOSE OF THE COURSEThe purpose of the Product and Brand Management class is to give you afundamental understanding of how to build, measure, and manage a brand.Course activities include readings from Kellers Strategic Brand Managementtextbook, discussions of these readings, and cases from Kellers Best Practice

Cases in Branding that will allow you to apply the theories and strategieslearned. Youll also have the opportunity to work on a brand project.

COURSE DESCRIPTIONAs products, pricing and distribution increasingly become commodities, thenew competitive arena is brand value, which creates long-term profitablebrand relationships. Building brand equity involves managing brands within thecontext 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 andfrom speakers, therefore its expected that you take the initiative to shareyour experiences, ask questions, and even disagree with myself and otherfellow classmates if your experience and learning makes you think otherwise.

In order to enrich your learning experience, Ive invited three guest speakers toshare 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 PHILOSOPHYHaving worked in industry for over 15 years, my philosophy of teaching is toshare real life experiences with theory. And since every situation is differentwhen dealing with branding issues, in order for you to learn how to create andmanage brands, youll need to analyze and deconstruct examples and cases.By doing that, youll begin creating your own understanding of how branding isdone, 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. Gradesare required, but I see their role as providing a comparative evaluation so youwill have some idea of your competitive position in brand management.

Finally, and very important, I plan to make this an interesting learningexperience, therefore any feedback that you might have regarding any aspectof this class, is very welcome!

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READINGI expect you to read the assigned chapters for a particular class before thedate well be discussing them. A list of materials to be read and cases to beprepared for each class are listed under Course Calendar below.

MATERIALSRequired Textbooks:

Strategic Brand Management, by Kevin Keller, Prentice Hall 2nd Edition

Best Practice Cases in Branding: Lessons from the Worlds Strongest Brands, byKevin 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 thelecture.

COURSE CALENDAR

5/15 Monday

Reading:Ch. 1 Brands and Brand Management

Ch. 2 Customer-based Brand Equity

5/17 WednesdaySpeaker: Bill Rosenthal, Chief Operating Officer, Ignited Minds

Reading:Ch. 3 Brand Positioning and ValuesCh. 4 Choosing Brand Elements to Build Brand Equity

5/22 Monday

Reading:Ch. 5 Designing Marketing Programs to Build Brand EquityCh. 6 Integrating Marketing Communications to Build Brand Equity

Case:MTV: Building a Brand Resonance

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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 WednesdaySpeaker: 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 MondaySpeaker: 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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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 MondayProjects Presentations

Group 1 7:10 7:40 pmGroup 2 7:45 8:15 pmBreak 8:15 8:30 pm

Group 3 8:30 9:00 pmGroup 4 9:00 9:30 pm

6/21 Wednesday

Final ExamNote: 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, ona team case project, on a team branding project and on a final exam.

AttendanceYoure expected to come to all classes. Failure to do so will affect your classdiscussion grade. If you have more than one absence, youll need to do extrawork in order to make up for the missed classes

Class DiscussionYoure expected to participate in every class

Team Case ProjectThe class will be broken up in four groups. Each group will prepare and presentone of the following case studies:

5/22 MTV: Building a Brand Resonance5/24 Nike: Building a Global Brand5/31 Yahoo! Managing an Internet Brand

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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 andyour first and second case choices.

Every student is expected to come prepared to discuss all cases. The grouppresenting 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 possibleoutcomes)

- 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 affectedif materials are turned in later in the class

Team Branding ProjectEach group is expected to prepare a Branding Project to be delivered to theclass on 6/19. The objective of this project is to give you hands on experiencein brand management.

You have two options:

1) Choose an existing brand and improve it2) 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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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 ExamThe Final Exam will be a case which will be given to you on 6/19 so that youhave time to read it before the Final.

Honor CodeI do ask you to not discuss the case with other students in the class. If similarapproaches to the questions given on the Final are found, your grade will bepenalized 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 inorder to make up for the missed classes

- If you miss the Final Exam, please advise me within 24 hrs. so that wecan schedule a make up exam. Note that this will only be acceptable inextreme cases

Last day to withdraw from the courseYou 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 Informal mid-semester reviewEnd of the Semester Formal course evaluation

GRADING PROCEDURES

Class participation 10%Team case project 20%

Team project 40%Final Exam 30%

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MBAC66206S1

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