BA-4337-501 Product and Brand Management

Spring 2007
Thursday 7:00-9:45 p.m.
SOM 2.804

Instructor: Julie Bingham Haworth

Office Phone: 214-564-6387 or contact Roxanne Minnish at 972-883-4743
Email addresses: Haworth@utdallas.edu
Office Hours: Thursday 6:00 p.m. or by appointment
Textbooks: “Strategic Brand Management: Building, Measuring and Managing Brand
Equity”, Kevin Keller, Prentice Hall Publishing.
“Best Practice Cases in Branding” Case Book Supplement, Kevin Keller, Prentice Hall.

Course Topics

Topics to be discussed include describing the brand and product management system
and building, measuring and managing brand equity via brand positioning, marketing
programs and communications.

Course Learning Goals

Students will come to understand the advantages associated with creating strong
product lines and brands

Students will further develop competency in oral, written and interpersonal

communications addressing marketing topics dealing with product and brand
management.

Students will develop skills in analyzing and interpreting numerical data related to
measuring brand equity and implementing a brand equity measurement system.

Students will develop the ability to think critically and creatively about adjusting product
and brand strategies over time and geographic boundaries to maximize long-term
profitability of brand strategies.

Mode of Instruction

Lectures, case analyses, student presentations, homework assignments, in-class speakers

and exams will be used to address the above learning goals.

Course Format

Students will be expected to complete the assigned textbook readings prior to class.

A typical class format includes the following:

Class Updates
Discussion of Assigned Text
Team Presentation of case analysis
Participation

Class participation is expected. Participation points will be awarded. The only way to
gain participation points is to offer insightful comments during in-class discussions and
exercises. A total of 20 participation points are available. In the past, the following
evaluation was used to determine a student’s participation points:

20 points = Student leads “in-class exercises”, comments regularly

15 points = Good in-class participant and has commented in class
10 points = Participates in in-class exercises; does not speak in class

Exams

Three exams will be given throughout the semester. Exam questions will consist of
multiple-choice questions and may include short-answer questions or homework essays
based on text, in-class discussions, team presentations and in-class speakers. Make-up
exams may be taken under certain circumstances of illness/family death or emergency if
students contact me before the scheduled exam and provide written proof of why they
cannot take the exam (ie., doctor’s note).

Team Presentation

Teams of about 3 people will prepare a presentation and written report on an assigned
textbook case.

Each student must prepare and present a section of the class presentation. The
student’s grade will be based on the average of three evaluations. The first evaluation,
given to each team member is a score for the written report of the case analysis. The
second evaluation is a team presentation score evaluated by the class. The third
evaluation is a peer evaluation grade which is score by your teammates.

Peer evaluations FOR each team member FROM each team member must be provided
on the day of the presentation. Each student must put the peer evaluations that they
have filled out in a sealed envelope.

All team members are required to participate in the presentation. Presentations should
be no longer than 20 minutes.

Homework Assignments

There will be two homework assignments associated with analysis and creation of brand
equity tactics and strategies.

Grading System

Grades will be determined using the following point system:

Assignment Maximum Points Available

Exam #1 100
Exam #2 100
Case Presentation 100
Final Exam 100
Homework Assignments (2) 100
Participation Points 20

Total points 520

The grading scale based on total points of 520 is as follows:

510-520 (98-100%) = A+
489-509 (94-97%) =A
468-488 (90-93%) = A-

452-467 (87-89%) = B+
437-451 (84-86%) =B
416-436 (80-83) = B-

400-415 (77-79%) = C+
385-399 (74-76%) =C
364-384 (70-73) = C-

348-363 (67-69) = D+
333-347 (64-66) =D
312-332 (60-63) = D-

and below 312 is failing

Tentative Course Schedule

Date Chapter Topic

TH 1/11 Course Introduction

1 Brands and Brand Management

TH 1/18 2 Customer-Based Brand Equity

TH 1/25 3 Brand Positioning and Values

Team #1 Case Presentation

TH 2/1 4 Choosing Brand Elements to Build Brand Equity

Team #2 Case Presentation

TH 2/8 5 Designing Marketing Programs to Build Brand Equity

Team #3 Case Presentation
Homework Assignment #1 Due
TH 2/15 Exam #1 (Chapters 1 – 5)

TH 2/22 6 Integrating Marketing Communications to Build

Brand Equity
Team #4 Case Presentation

TH 3/1 7 Leveraging Secondary Brand Knowledge to Build

Brand Equity
Team #5 Case Presentation

3/5- 3/9 Spring Break!

TH 3/15 8 Developing a Brand Equity Measurement and

Management System
Team #6 Case Presentation

TH 3/22 9 Measuring Sources of Brand Equity: Capturing

Customer Mindset
Team #7 Case Presentation
Homework Assignment #2

TH 3/29 10 Measuring Outcomes of Brand Equity: Capturing

Market Performance
Team #8 Case Presentation

TH 4/5 Exam #2

TH 4/12 11 Designing and Implementing Branding Strategies

Team #9 Case Presentation

TH 4/19 12 Introducing and Naming New Products and Brand

Extensions
Team #10 Case Presentation

TH 4/26 Final Exam

*The instructor reserves the right to make changes to the schedule as necessary. It is the
student responsibility to be aware of these changes.