COURSE TITLE - Rady School of Management

MGT 105: Product Promotion and Brand Management
Spring 2014
INSTRUCTOR: Tina Klein, Ph.D.
EMAIL: [email protected]
OFFICE HOURS: By Appointment
TEACHING ASSISTANT: Matthew Lupoli ([email protected])
DESCRIPTION
Brand management is more important and challenging now than it has ever been. Brand managers face a
seemingly unlimited number of options and opportunities for aligning product, price, place, and promotion
strategies. They also face increased risk as they strive to deal with sea changes in the marketing
environment, including the rise of private labels, media fragmentation, pressure for short-term results,
shifting consumer preferences, and technological advancements that level the playing field, to name just
a few.
Which brands make you happy? Disney? Apple? Starbucks? The Daily Show? Google? Obama? What
draws you into these brands? How do organizations create compelling brand experiences? How could
you cultivate a brand that fosters consumers’ happiness? This course explores such questions with the
goal of identifying the ingredients for building and managing an inspired brand, where brand is defined as
“a reputation” – departing from traditional perspectives of brand. A brand name, and its associated brand
equity, is one of the most valuable assets of any firm.
The course aims to provide students with an appreciation of the role of branding and will augment
students’ ability to think creatively and critically about the strategies and tactics involved in building,
leveraging, defending, and sustaining an inspired brand.
The course addresses important branding decisions faced by organizations and individuals interested in
building their own brands and/or immersing themselves in the enhancement of an existing brand. The
course will interweave lectures, class discussions, and in and out of class exercises. It also includes a
computer simulation which will allow students hands-on experience in making brand management
decisions and seeing the consequences of those decisions.
LEARNING OBJECTIVES
1) increase understanding of the important issues in planning, implementing and evaluating brand
strategies;
2) introduce relevant theories, models and tools for the making of brand decisions, and
3) enable students to apply these principles and see the results in a computer simulation of brand
management.
MATERIALS
Required


Strategic Brand Management, 4th edition (author Kevin Lane Keller)
PharmaSim: A Brand Management Simulation, (authors Stuart W. James, Thomas C. Kinnear,
and Michael Deighan, Interpretive Software)
SCHEDULE
Date
Topic
Assignment
April 1
Brands and Brand Management
April 3
Customer-Based Brand Equity and Brand Positioning
April 8
Brand Resonance and the Brand Value Chain
Read: Ch. 1
Read: Ch. 2
Read: Ch. 3
Read: Ch. 4
April 10
Begin playing PharmaSim
Individual practice rounds 1 and 2 (with 3 replays per period)
April 15
Designing and Implementing Brand Marketing Programs
PharmaSim restarted for team play
April 17
April 22
Mystery Shopping Presentations
Mystery Shopping Presentations
Hand in:
List of Group Members & Topic
Read: Chs. 5-6
Submit:
Power Point Slides
(if you’re presenting on this day)
Submit:
Power Point Slides
(if you’re presenting on this day)
Building Brand Equity
Read: Ch. 7
April 29
PharmaSim
Advance Simulation to Period 4
Submit:
Initial Strategy Paper
May 1
Measuring and Interpreting Brand Performance
Read Ch. 8
May 6
PharmaSim
Advance Simulation to Period 5
Read Ch. 9
April 24
Midterm Exam
(covers chapters 1-9)
May 8
May 13
Measuring Outcomes of Brand Equity
May 15
PharmaSim
Advance Simulation to Period 7
Read: Ch.10
Read Ch. 11
Read Ch. 12
May 20
Introducing and Naming New Products
May 22
PharmaSim
Advance Simulation to Period 8
Submit:
Homework #1
Read: Ch. 13
Read Ch. 14
May 27
Managing Brands Over Geographic Boundaries and Market
Segments
Closing Perspectives
Advance Simulation to Period 10
May 29
June 3
PharmaSim Presentations
June 5
PharmaSim Presentations
Tuesday,
June 10
11:30am – 2:30pm
Submit:
Homework #2
Read Ch. 15
Submit:
Power Point Slides
(if you’re presenting on this day)
Submit:
Power Point Slides
(if you’re presenting on this day)
Report of Group Results
(all groups)
Final Exam
(covers chapters 10-15)
ASSIGNMENTS
Mystery Shopping Presentation:
Behave like a mystery shopper: Observe merchandising, pricing, communication, atmospherics, service,
and try to understand the brand’s positioning. Based upon your store experience, how would you define
the brand in three words? Share your observations about whether and how the brand was effectively
communicated through your experience at the store. Report back to the class about your mystery
shopping experience.
You are expected to submit a copy of your power point slides to Ted on the day your presentation is
scheduled. For this assignment, I would like you to form groups of 4-6 members.
Simulation:
The centerpiece of the course is PharmaSim: A Brand Management Simulation. Simulations
allow students to learn from their own experience, to experiment with different strategies, and
to live with their decisions over the long run. In effect, they are flight simulators for managers, and should
deepen your understanding of the techniques covered in class.
Deliverables for this assignment are an initial strategy paper, a group presentation, and an 8-page paper
reporting your group’s results.
For this assignment, I would like you to form groups of 3-4 members.
Homework:
There will be two homework assignments toward the end of the quarter. They are designed to introduce
topics we will cover in class and their content will vary. I will let you know specifics when I assign them.
Exams:
Two exams will be administered during the course, a midterm and a final. Each is worth 15% of your
grade.
Class Participation:
During the course, we will use a variety of cases, exercises, and simulations. This course is interactive
and participatory. Class participation is therefore a large component of your learning. A necessary (but
not sufficient) element of class participation is being present for every class. Additionally, your comments
in class should reflect your knowledge of the reading and integration of materials. Ideally, they should
also add substance to the discussion and reflect critical thinking.
Sometimes students prefer to use a name that is different than their legal one. If this is the case for you,
make sure you list BOTH on your name tag so that I may assign class participation points properly.
Rady School Research Pool:
5% of your grade is based on participation in two experiments offered by the Rady School Research
Participant Pool. Each experiment will take up to one hour. If new to lab participation, to register for an
account and to receive additional information about upcoming lab studies, visit:
http://radyclasscredit.sona-systems.com/Default.aspx?ReturnUrl=%2f and click “New Participant?
Request an account here.” When you register, you will be assigned a unique ID – you will need to
provide this ID each time you participate in a study. Make sure to keep track of it!
If you have served as a participant before, you will need to update which classes you are registered for in
order to receive credit. Log in to your account here: http://radyclasscredit.sonasystems.com/Default.aspx?ReturnUrl=%2f and go to the “My Profile “page. There is an option near the
bottom of the page to "Change Courses."
Questions about lab studies can be directed to [email protected]. Studies will begin during
week 2 or 3 of the quarter.
GRADING
Your grade is based in the following:
Assignments
Mystery Shopping Presentations
PharmaSim Assignments
Homework
Exams
Class Participation
Rady School Research Pool
Total
Percentage
10%
25%
10%
30%
20%
5%
100%
We will curve grades at the end of the quarter.
Please note that the TA and I make every effort to enter your grades accurately into Ted. However, it is
your responsibility to check periodically to ascertain if there are any errors, which you should point out to
us immediately.
ACADEMIC INTEGRITY
Integrity of scholarship is essential for an academic community. As members of the Rady School, we
pledge ourselves to uphold the highest ethical standards. The University expects that both faculty and
students will honor this principle and in so doing protect the validity of University intellectual work. For
students, this means that all academic work will be done by the individual to whom it is assigned, without
unauthorized aid of any kind.
The complete UCSD Policy on Integrity of Scholarship can be viewed at:
http://senate.ucsd.edu/manual/Appendices/Appendix2.pdf
STUDENTS WITH DISABILITIES
A student who has a disability or special need and requires an accommodation in order to have equal
access to the classroom must register with the Office for Students with Disabilities (OSD). The OSD will
determine what accommodations may be made and provide the necessary documentation to present to
the faculty member.
The student must present the OSD letter of certification and OSD accommodation recommendation to the
appropriate faculty member in order to initiate the request for accommodation in classes, examinations, or
other academic program activities. No accommodations can be implemented retroactively.
Please visit the OSD website for further information or contact the Office for Students with Disabilities at
(858) 534-4382 or [email protected].