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This course is designed to give you insights into how profitable brands are created and managed over time.
It also examines how marketers may measure the equity or the value of a brand, and the
importance of consumer perceptions in development of brands.
The course thus considers the following questions: (1) How do firms build brand equity? (2) How can brand equity be measured?
and (3) How does a firm capitalize on its brand's equity to expand its business?
The take-away from this course is this: By the end of the course, you should have a better understanding some of:
• Textbook: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3e., by Kevin Keller, Prentice Hall.
• Best Practice Cases in Branding, Case Book Supplement, Kevin Keller, Prentice Hall Publishing.
• Lecture Notes distributed via Webct.
Class Format:
Class sessions will consist of lecture/discussions, video presentations, case analyses, and student presentations. The lectures/discussions
are designed only to reinforce and expand on, but not to substitute for, the information in the assigned readings. Our weekly session
will examine specific marketing topics from the perspective of building, measuring, and managing brand equity
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BA3365 Syllabus
This should be a highly interactive course, in which involvement and participation are valued. You are thus expected to come to class
ready and able to discuss the assigned readings and conceptual material; so be prepared to contribute.
Course Requirements:
Mid-Term Exam: This exam will consist of multiple-choice questions and may include short-answer questions or short essays, all based
on the text and in-class discussions. 20% of overall grade.
Group Case Presentation: Teams of 3 students will each prepare a 20 minutes presentation and a written report on an assigned textbook case. Each student must prepare
and present a section of the class presentation. Team members will also be asked to conduct peer evaluations of fellow team members. The purpose of this evaluation of
course is to measure the contribution of each member to the group effort. Peer evaluations must be provided on the day of the presentation. For confidentiality reasons, each
evaluation should be returned in a sealed envelope. I will provide the evaluation forms. 20% of overall grade.
Homework Assignments: There will be 5 homework assignments. These will serve to reinforce concepts covered in class and in the
assigned readings. 15% of overall grade.
Final Group Project: For this assignment students will be organized into teams of 3. The assignment is to pick a brand from the list of Business Week's Top 100 brands (see
link below) and conduct a brand audit. Each team must study a different brand, and brands are assigned on a "first come, first serve" basis. Once you have formed your
groups, send me an e-mail with your brand and team members, and I will confirm that the brand is appropriate and whether or not the brand is available.
The project consists of two deliverables: a 9 page (single-spaced) report and an in-class presentation.
Team member are expected to participate equally in these presentations. Peer evaluations also apply.
I will hand out specific project requirements (including report content) in week 4. 35% of overall grade.
Class Attendance/Participation: Constructive contribution to the class discussion and genuine listening to others are crucial
elements of this course. The discussion forum provides an opportunity to present your position and to learn from others by
listening to their comments and criticisms. Keep in mind that quality, not quantity, is the goal when it comes to class participation
(i.e. it’s not how much you talk but what you say that counts!).
I will sometimes call upon students who raise their hands wishing to participate, and at other times I will ask students who have
not volunteered to contribute. While this is sometimes unpleasant, I think it will improve the quality of class discussion to get
everyone’s input. An additional way to participate in class is to e-mail comments/questions to me before the class session.
This e-mail participation must be received no later than 5:00pm the day before the class. 8% of your final grade will be based
on constructive participation in the discussions.
Attendance is not mandatory, but will be reflected in your class participation evaluation (if you’re not there, you can’t participate).
If you miss a class, you will be responsible for making up material that you miss and for making arrangements to get any handouts that
may have been distributed that day. 10% of overall grade.
Course Schedule