Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 360"
COURSE NAME: "Brand Management"
SEMESTER & YEAR: Summer Session I 2019

SYLLABUS

INSTRUCTOR: Elissa Ruffino
EMAIL: [email protected]
HOURS: MTWTH 3:40-5:30 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:
During the course, students will undertake studies on strategic and operational brand management. Topics will cover brand assessment, goal setting, building brand equity, benefit-based segmentation and targeting, buyer persona, brand communication and media planning, integrated marketing strategies and brand measurement and strategic brand audit. The course will leverage case discussions, team work and active research by students.

SUMMARY OF COURSE CONTENT:

What is the definition of a great brand? Why do some brands survive generation after generation while others fail after a short shelf life? This course will explore the core principles and fundamentals of branding to include how brands compete in an environment full of choices for consumers, and the tactics they employ to be best in category. Using a consumer-centric approach, brand management is analyzed both critically and creatively with respect to measuring impact, sustaining an image, and building and defending brands in today’s competitive environment. The role of the brand manager to build, manage and market a brand using successful public relations, communications and media strategies.

During the course students will undertake studies on Brand Assessment, Goal Setting; defining Brand Equity and Target Audiences; Crafting a Communication Strategy; Establishing the Marketing, Communications, Public Relations and Media Strategies; Building the Marketing Plan; and Measurement and Strategic Brand Audit. Students will complete a group project where they choose a brand or create their own and take on the role of brand manage to build, manager and market a brand using successful public relations, communications, and media strategies.

LEARNING OUTCOMES:

By the end of this course, students will be able to:

1. Describe the importance of branding from both a consumer and company perspective.

2. Apply the basic concepts of strong brands to all marketing communications activities.

3. Develop a positioning statement for a product or service.

4. Identify the appropriate quantitative and qualitative tools to measure the meaning and strength of a brand.

5. Construct the mix of branding elements and marketing tools that successfully build and communicate the brand.

Course learning activities:

The course is comprised of the following:

1) Lectures and Brand discussions

§ Lectures and brand discussions support the achievement of the learning objectives 1, 2, 3, 4, 5

2) Group project Groups will be randomly formed to create a brand as well as assess brands of choice. Through The Brand Report Card and positioning statement assignments, groups will analyze the marketing, communications and public relations strategies that the company uses or to brand their product or service. They will offer suggestions how to improve the brand strategy and management. Group findings will be summarized in an oral presentation at the end of the semester.

Group projects support the achievement of the learning objectives 1, 2, 3, 4, 5

3) Mid-term Exam the exam will evaluate the student’s knowledge of the different concepts and strategies of branding. The exam also assess the student’s comprehension of topics discussed.

Mid-term outlined support the achievement of the learning objectives 1, 2, 3, 5

4) Final Project: Brand Company Audit, in place of Final Exam

Using all the tools from this class, you will do a full assessment of the Brand:

· Brand Report Card

· Write a Positioning Statement

· Create a Measurement Plan

· Review Brand Assets/Identity

· Review Most Recent Creative Campaign

· Final project outlined below support the achievement of the learning objectives 1, 2, 3, 4, 5

5) Quizzes: quizzes assess the student’s knowledge of branding principles theories and models. The quizzes are also designed to evaluate student’s comprehension of ideas presented in class.

Quizzes support the achievement of the learning objectives 1, 2, 3, 4

TEXTBOOK:

Book Title	Author	Publisher	ISBN number	Library Call Number	Comments	Format	Local Bookstore	Online Purchase
Star Brands: A Brand Manager's Guide to Build,Manage, & Market Brands	Rogoll, Carolina	Allworth Press, 2015 New York	978-1-62153-463-1

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
The Brand Report Card Analysis	Identify 4 Brands that you believe match at least 7 of the 10 attributes listed in The Brand Report Card. Create a chart listing the attributes and check off the 7 attributes you believe the brands match and then describe why you believe the brands deliver so well. Describe why you think these brands are some of the world’s strongest brands based on Keller’s model.	10 percent
Positioning Statement	Write a positioning statement for one of the 4 Brands you selected for the Brand Report Card assignment. Use the guidelines for developing strong and impactful positioning statements discussed in class.	10 percent
Brand Company Audit	This is the final project and replaces the final exam. Using all the tools from this class, you will do a full assessment of the Brand: • Brand Report Card • Write a Positioning Statement • Create a Measurement Plan • Review Brand Assets/Identity • Review Most Recent Creative Campaign What is your overall assessment of the strength of this brand? In your opinion, is it a true asset that drives strategy for the company? Any recommendations to extend the brand?	35 percent

Mid-Term Exam	Concepts discussed during first part of semester	25 percent
Class participation; Quizzes and Team Talks	Participating in class discussions; choosing a recent article about branding to discuss with another team member; taking quizzes to reinforce concepts discussed.	10 percent
Group Presentations- final	Share your findings from Brand Audit with our class after submitting final project	10 percent

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:

You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity.

Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until end of June 2019,

Class attendance is highly recommended because the majority of the content of the course is covered in classes. After the first absence, the students will lose 2 percentage points on the total grade, after 3 cumulative absences, the student will be unable to sit in the final exam. The participation to the group projects and the mid-term exam are mandatory, in case of unexcused absence, the student will lose all the points of the graded exercise.

ACADEMIC HONESTY

As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.

STUDENTS WITH LEARNING OR OTHER DISABILITIES

John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy. www.johncabot.edu

ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.

STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

Course Scheduling and Class Activities - MKT 360 Brand Marketing

****Review/Scan links in lecture before we meet for class*****

DATE		Topics	Assignments

Lecture 1- May 27		Introductions; Course Syllabus/Overview; What is a Brand? 100 Best Brands The most valuable nation brands of 2018: https://a.msn.com/r/2/BBQeYAp?m=en-us&referrerID=InAppShare Best Global Brands in 2018 and Top Growing Brands: https://www.interbrand.com/wp-content/uploads/2018/10/Interbrand_Best_Global_Brands_2018.pdf http://interbrand.com/best-brands/best-global-brands/2017/ranking/ Star Brands and Leaders Behind Star Brands	Read Chapters 1 & 2
Lecture 2-May 28		What Defines a GREAT Brand? Power of the Brand- “Heart and Mind” https://www.washingtonpost.com/news/arts-and-entertainment/wp/2017/11/16/a-leonardo-sells-for-450-million-but-what-did-the-buyer-actually-get/?utm_term=.ff1f58ff8039 https://www.washingtonpost.com/news/arts-and-entertainment/wp/2017/11/16/a-leonardo-sells-for-450-million-but-what-did-the-buyer-actually-get/?utm_term=.c9ddd9c5f243 “Beauty has No Price” Dolce and Gabbana https://www.pressreader.com/usa/the-washington-post/20180523/281552291522087 How to Build a Great Brand The Brand Report Card (BRC) https://hbr.org/2000/01/the-brand-report-card http://training-vanzari.ro/wp-content/uploads/2008/11/Brand-Report-Card.pdf	Continue w/ Ch. 1-2 Read link, hard copy in class

Lecture 3-May 29		Brand Assessment and Goal Setting The Brand Report Card (Keller) continued “London Calling- Behind the Scenes at London Fashion Week” 11/25/18 British Vogue- mission https://www.washingtonpost.com/classic-apps/london-calling/2018/11/20/ed6838a2-db90-11e8-b732-3c72cbf131f2_story.html?utm_term=.db8925d3d2df	Read Chapter 3
Lecture 4-May 30		Vision and Goal Setting Create a Brand Vision E-Scooters: Bird, Lime, Spin, Seat https://www.savemybag.it	Chapter 4 Submission- Identify 4 brands you believe matches 7 attributes in BRC

Lecture 5- June 3		Success Factors of Sustained Brands Identify 4 brands that you believe matches at least 7 attributes listed in Brand Report. Proctor & Gamble - Could Proctor & Gamble be the next Kodak? https://www.usatoday.com/story/money/business/2017/05/19/could-procter-gamble-next-kodak/101886696/ The role HPC (High Performance Computing) at P&G https://www.nextplatform.com/2018/12/03/the-critical-and-pervasive-role-hpc-plays-at-proctor-gamble	Chapter 4
Lecture 6- June 4		Defining Brand Equity: Hermes as a case study - https://www.washingtonpost.com/news/arts-and-entertainment/wp/2017/07/31/better-than-tie-dye-hermes-will-re-invent-your-old-scarf-for-free-as-long-as-its-hermes/?utm_term=.a8e80e548a27 Ivanka Trump ends Fashion Line https://www.washingtonpost.com/news/arts-and-entertainment/wp/2018/07/24/ivankas-fashion-lie-is-finished/?utm_term=.b8f152fc639a	Chapter 5
		Selecting a Brand Target
Lecture 7- June 5		Positioning; Writing /Developing a Positioning Statement http://blog.ecornell.com/how-to-write-market-positioning-statements/ https://blog.udemy.com/positioning-statement-example/	Chap 6; Pre-reading links to positioning statements
Lecture 8- June 6		Crafting a Communication Strategy Communications & Public Relations – Mission/Vision Writing and communicating effectively; crafting message, blog to introduce your brand; writing news releases, media advisories, public statements, letters to editors Developing Brand Identity e.g. Chanel/ Hyatt/ Jim Bean PR Campaign Tips: 10 Harmful Myths You Need to Avoid- A solid PR Campaign has the power to Bolster Your Brand (handout) The Atlantic Magazine- Mission & Vision https://www.theatlantic.com	Due: Brand Report Card. Create chart, check off and describe why positive. Chapter 7

Lecture 9- June 10		Understanding Media Importance of media; building a rapport; fostering relationships; specialized outreach list development; media sources, resources, guides; forums. How to get a response	Chapter 8
Lecture 10 June 11		Mid-Term Exam

Lecture 11-June 12		Brand Line Extensions Mug Cake; Coca-Cola Lip Gloss; Vespa (Gita) Which Ad Pulled Best? Mass Mutual Insurance TV ad https://www.ispot.tv/ad/waIo/massmutual-super-bowl-2018-the-unsung http://www.adweek.com/news/advertising-branding/best-and-worst-brand-extensions-146966?page=1 “Around the World with the New York Times: $135,000” https://www.washingtonpost.com/lifestyle/style/the-new-york-times-will-fly-you-around-the-world-for-135000-is-that-a-problem/2017/07/05/9a99d84e-603d-11e7-a4f7-af34fc1d9d39_story.html HILTON Hotels- EXTENDING the BRAND (micro-hotel space) https://www.bizjournals.com/washington/news/2018/10/23/hilton-goes-micro-with-newest-hotel-brand.html Vespa’s Gita https://www.wsj.com/articles/the-creators-of-the-vespa-are-launching-a-new-product-1485796432	Ads tested by Gallup & Robinson. Student analysis and discussion. Read link: Brand Line Extensions
Lecture 12-June 13		Guest Speaker: Antonello Corrado Topics: Brand Positioning; Brand Strategy; Digital Marketing & Branding	Due: Position Statement for One of 4 brands selected for BRC Chapter 9

Lecture13- June 17		Establishing the Marketing Strategy Marketing Strategy & Mix -handout-What is a Brand Audit NETFLIX: Now on Netflix: Ads for Netflix** Netflix is beginning to show ads to some users and has eliminated user reviews of shows and movies https://www.washingtonpost.com/news/arts-and-entertainment/wp/2018/08/19/netflix-forever-changed-traditional-television-now-its-becoming-traditional-television/?utm_term=.ecf7bc74386f* Coca-Cola Happiness AD https://www.youtube.com/watch?v=lqT_dPApj9U	Chapter 9
Lecture 14-June 18		Selecting the Marketing Mix Taglines, consumer ads, assessment Corona - “Find Your Beach” https://www.corona.com #THIS IS LIVING Digital Branding: The Atlantic Magazine https://www.theatlantic.com https://www.washingtonpost.com/lifestyle/style/the-atlantic-is-most-vital-when-america-is-fractured-good-thing-it-soars-today/2017/07/21/11ce818e-6d46-11e7-96ab-5f38140b38cc_story.html?utm_term=.01affa61c247 Getting a Sharper Picture of Social Media’s influence https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/getting-a-sharper-picture-of-social-medias-influence	Chapter10

Lecture 15-June 19	Measuring the Brand; Measurement Plan Aggressive Marketing Campaign- Italian Brand Campari: https://www.nytimes.com/2018/07/17/style/aperol-spritz-drink-summer.html Marriott to revamp Sheraton Hotels with major makeover https://usat.ly/2xS9BmW			Chapters 11-12
Lecture 16- June 20 Monday	Brand Company Audit Conferences; Discussions			Pre-reading link, Chp. 11-12
Lecture 17-June 20	Getting Brand Communities Right; Brand Loyalty - Cup of Good Cheer; Verizon Wireless; Under Armour Rough Year Worsens https://www.pressreader.com/usa/the-washington-post/20171101/281908773406452
Lecture 18-June 24	Getting Brand Communities Right- Their Differences -Consumer Behavior http://www.wsuakpsi.com/wp-content/uploads/2015/02/Brand-community-3.pdf https://dr20blog.wordpress.com/2016/05/17/brand-communities-and-consumer-behaviour/ Rebranding: Coffee; Weight Loss Program – who will succeed? https://www.forbes.com/sites/allenadamson/2018/09/26/between-dunkin-and-ww-only-one-of-the-name-changes-will-likely-succeed/#4cb6827911c4 https://www.usatoday.com/story/money/nation-now/2018/09/25/dunkin-donuts-drops-donuts-brand-name/1422584002/ https://www.npr.org/2018/09/26/651905960/dunkin-deletes-donuts-from-its-name https://www.vox.com/the-goods/2018/9/26/17902620/dunkin-donuts-name-change
Lecture 19- June 25	Group Brand Presentations – Submit Brand Company Audit (written)			Due: Brand Audit
Lecture 20-June 26	Building Brands in Emerging Markets https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/building-brands-in-emerging-markets Review Interbrand Report: Best Global Brands 2018			Pre-reading link

Lecture 21-June 27	Last Day of Class- Return Brand Company Audit; Discuss findings in a roundtable setting in class.

Friday
June 28	Final Exams; Conference Day