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BA3365 Syllabus

THE UNIVERSITY OF TEXAS AT DALLAS

BA 4337.501: Product and Brand Management

Contact Information

Spring 2008 Dr. Norris Bruce TA: Juncai Jiang


R: 7:00PM – 9:45PM Office: SOM 3.220 Phone: 972-883-6359
E-mail:
Classroom: SOM 2.901 Phone: 972-883-6293 jiangjuncaigiant@gmail.com
E-mail: norris.bruce@utdallas.
edu
Office Hours: T. 4-7PM, by
appointment

Course Background and Objectives

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:

• the main issues in planning and implementing brand strategies; and


• the appropriate concepts for building, and leveraging brands equity.

Text and Course Materials

• 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.

Grading and Course Requirements

The following table summarizes how your grades will be determined.

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BA3365 Syllabus

Grading Element Weight Format


5 Homework Assignments 15% Based on Text, In-class Material

Group Case Write-up and Presentation 20% Report + 20 minutes Presentation

Mid-term Exam 20% Multiple Choice/Short Essay


Class Participation 10% See Above
Brand Audit Group Project 35% 10 (1-spaced) Page report + Presentation
Letter grades will be assigned as follows: (A+ = 95-100%; A = 90-94%; A-=85-89%; B+=80-84%; B=75-79%; B-=70-74%; C+=65-69%;
C=60-64%; C-=55-59%; D+=50-54%)

Course Schedule

Date Activity Reading


(A) Positioning and Customer Focused Brand Equity
Ch. 1
Introductions
1 Jan. 10 Top 100 Global Brands:
Brands, Brand Equity, and Brand Management
http://bwnt.businessweek/brand/2006/

2 Jan. 17 Customer Based Brand Equity Ch. 2


Homework Assignment #1
Brand Positioning
3 Jan. 24 Ch. 3
Team #1: Case Presentation
(B) Planning and Implementing Brand Marketing Program

Choosing Brand Elements to Build Brand Equity


4 Jan. 31 Ch. 4
Team #2: Case Presentation

Designing Marketing Programs to Build Brand Equity


5 Feb. 7 Ch. 5
Team #3: Case Presentation
Homework Assignment #2
6 Feb. 14 Mid-Term Exam Ch. 1-5
Integrating Marketing Communications to Build Brand Equity
7 Feb. 21 Ch. 6
Team #4: Case Presentation

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BA3365 Syllabus

Leveraging Secondary Brand Knowledge to Build Brand Equity


8 Feb. 28 Ch. 7
Team #5: Case Presentation
Homework Assignment #3
(C) Measuring Brand Equity

Measuring Sources of Brand Equity: Measuring Customer Mindset.


9 Mar. 6 Ch. 9
Team #6: Case Presentation
Homework Assignment #4
Spring Beak - March 10-14th, 2008
(D) Leveraging Brand Equity
Designing and Implementing Brand Strategies
10 Mar. 20 Ch. 11
Team #7: Case Presentation
Introducing and Naming New Products and Brand Extensions
Ch. 12
11 Mar. 27
Team #8: Case Presentation

Managing Brands Equity over Time


12 Apr. 3 Ch. 13
Team #9: Case Presentation
Homework Assignment #5
Managing Brand Equity over Geographic Boundaries and Market Segments
13 Apr. 10 Ch. 14

14 Apr. 17 Group Presentations


15 Apr. 24 Project Report Due (7 PM- SOM 2.901)
Grades Available to students online: May 1-14th

Useful Brand Information Sources


Business Week, Fortune, and Forbes, The Economist, Business 2.0, Fast Company all have marketing articles dealing with branding issues.
The Wall Street Journal has a daily column in Section 2 on advertising that often addresses branding issues. Interbrand’s brandchannel.com provides a number of updates
and a wealth of resources. Two useful industry trade publications are Advertising Age and BRANDWEEK. Both are excellent sources of current information about
advertising, branding, and marketing in general for that matter. To find out more about various consumer characteristics or trends, American Demographics is a monthly
publication with lots of useful information.

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