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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 360"
COURSE NAME: "Brand Management"
SEMESTER & YEAR: Summer Session I 2024
SYLLABUS

INSTRUCTOR: Elissa Ruffino
EMAIL: [email protected]
 HOURS: MTWTH 1:30 PM 3:20 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 a 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, marketing and media strategies will be analyzed.
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 communication activities.

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

4.       Identify the appropriate tools (quantitative and qualitative) brand performance.

5.       Construct the mix of branding elements and marketing tools to measure brand performance to 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 and recreate a brand as well as assess brands of choice. Through “The Brand Report Card” (BRC), positioning statement assignments and revamping a campaign for a target audience, groups will analyze the marketing, communications and public relations strategies that the company uses 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 assesses 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, along with class rebrand campaign

using 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 TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Star Brands: A Brand Manager's Guide to Build, Manage, & Market BrandsRogoll, CarolinaAllworth PressISBN 978--‐1621534631  Hard Copy  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 5th EditionKevin Lane Keller & Vanitha Swaminathan.Pearson Education, 2020,ISBN 978-12923114969  
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Mid Term Exam the exam will evaluate the student’s knowledge of the different concepts and strategies of branding. The exam also assesses the student’s comprehension of topics discussed.20 percent/20points
The Brand Report Card (BRC) AnalysisIdentify 2 brands that you believe match at least 5 of the 10 attributes listed in The Brand Report Card. Create a chart listing the attributes and check off the 5 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/10 points
Brand Positioning StatementWrite a positioning statement for one of the 2 Brands you selected for the Brand Report Card assignment. Use the guidelines for developing strong and impactful positioning statements discussed in class.10 percent/10 points
   
Group Class Projects, Team Talks, Attendance, and Participation Choose a target audience; recreate one (1) deliverable (blogpost, media list, promo card, mission/vision statement, hashtag, logo) for a specific audience to begin a rebrand campaign for a small hotel, espresso bar, beauty salon or fashion store in Trastevere. Create and develop a brand strategy for an imaginary brand including developing its brand name and logo from the brand’s mission/vision/equity. Class attendance is highly recommended because the majority of the content of the course is covered in our classes 20 percent/20points
Final Project- written and oral presentationFinal Project: Brand Company Audit (along with class rebrand campaign.) using 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 40 percent /40 points

-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
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 Friday, June 21,2024.
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
SessionSession FocusReading AssignmentOther AssignmentMeeting Place/Exam Dates
Lecture 1 May 20 MondayCourse Syllabus/Overview; *Team Talks* What is a Brand? Insights- 100 Best Global Brands How do brands connect w/Gen Z in 2024? Fast Fashion-New Fashion? Car MakersRead Chapter 1 and 2 before Lecture 2Team Talk #1 for Class 3 (May 22) - What Apple, Samsung & Starbucks learned from Pepsi 
Lecture 2- May 21 TuesdayWhat defines a GREAT brand? Power of Brands-Building a Luxury Brand Business Model. 2024 Partnerships/Collaborations The Brand Report Card (BRC) by Kevin Lane Keller Continue w/ Chapter 1-2. Read the Brand Report Card (BRC) paper copy before lecture 3. Team Talk #2 for class 4 (May 23) Commentary re: DaVinci's Salvatore Mundi 
Lecture 3 - May 22 WednesdayBrand Assessment and Goal Setting. The Brand Report Card. Pareto Principle. TEAM TALK #1 - Commentary - What Apple, Samsung, and Starbucks learned from Pepsi - any replications today?Read Chapter 3 Team Talk # 3 for class 5 (May 27). Is Your Brand Well Represented? How strong is it? 
Lecture 4- May 23 ThursdayVision and Goal Setting. Mission/Vision Statements Creating a Brand Vision- Apple -Think Different); Barbie; Abercrombie & Fitch, Infinity. Trends Today. TEAM TALK #2 DaVinci- Why such a powerful brand?Read Chapter 4. Submission - Identify 2 brands you believe matches 5 attributes in BRC. Hand in a paper copy.   
Lecture 5 May 27 Monday -Team Talk 3Strategy - Success Factors of Sustaining Brands. Develop a Brand Identity System. Lack of Equity? The Role Packaging Plays. Discuss class rebranding campaign. Team Talk #3 Is a brand strong and well represented by its staff?Read Chapter 5  
Lecture 6- May 28 TuesdayDefining Brand Equity. Why is EQUITY key to success? DaVinci? Taylor Swift? Is equity dead in U.S. fashion brands but not Italian brands? Current brand partnerships to build sustainability, profits & ethics in 2024. Case studies: Dove/X Twitter/Hermes/ Miu Miu (Prada)Read Chapter 5Team Talk #4 – for Lecture 8 (May 30)– “Where are the new great American (fashion) brands? Does Italy take the lead? 
Lecture 7- May 29 WednesdaySelecting a Brand Target. Positioning Statement Overview. Discuss Class Brand Project (s).Read Chapter 6. Pre-reading links to positioning statements.   
Lecture 8 - May 30 Thursday Team Talk # 4; Brand Report Card (BRC) Analysis DueCrafting a Communications Strategy; - Mission/Vision. Developing Brand Identity- logos (Academic/Athletic) Logo free ads Team Talk #4 - Why the downfall of many American brands?Read Chapter 7  
Lecture 9- June 3 MondayUnderstanding Media/Insights, Benefits & Creative Ideas. "Navigating the Future: 2024 Trends in PR & Integrated Marketing." Myths that could halt a PR Campaign.Read Chapter 8  
Lecture 10 June 4 Tuesday Midterm Exam Due June 6 - Position Statement for One of 2 brands selected for BRC. 
Lecture 11 June 5 Wednesday GUEST SPEAKER. Brand Positioning Brand Strategy - Digital Marketing & Branding. Discuss Brand Audit Assignment - Final Project. Conferences.Ads tested by Gallup & Robinson. Student Analysis/Discussion.   
Lecture 12 June 6 Thursday Position Statement due for 1 of 2 brands selected. Brand Line Extensions. Best and Worst. Discussion of positioning statements and progress with group projects.Read Chapter 9  
Lecture 13 June 10 MondayEstablishing the Marketing Strategy - Marketing Strategy & Mix. Neuromarketing; Current Strategy - E.L. F.; Spotify: McDonald, Vans.Continue to Read Chapter 9Team Talk # 5- Marketing plan- Aperol Spritz - June 12 (Lecture 12)  
Lecture 14 - June 11 TuesdaySelecting the Marketing Mix. Taglines, Consumer Ads. Paid Product Persuasion. Marketing Trends. "Getting A Sharper Image of Social Media's Influence." Stories behind corporate logos . Read Chapter 10Team Talk # 6 (June 18) - " A Sharper Picture of SM Influence Today - 4 Questions  
Lecture 15- June 12 Wednesday Team Talk 5 Measuring the Brand; Marketing Plan. Student Worksheets Aggressive Cmpaigns. Date's Role. Team Talk 5 - Marketing Plan for Aperol SpritzRead Chapters 11 and 12  
Lecture 16 June 13 ThursdayOverview of Brand Audit Steps; Brand Company Audit; Conferences; DiscussionsPre-reading link; Continue reading Chapters 11 and 12  
Lecture 17 - June 17 MondayThe Measurement Plan- final step in marketing strategy. Brand Loyalty: Metrics to Measure Brand Loyalty. Market Leader = Loyalty Leader? Rising Value of Brand Valuation Keep working ahead with your BRAND Audit due Lecture 19 - June 19 
Lecture 18 June 18 Tuesday Team Talk # 6Getting Brand Communities Right- their differences, Consumer Behavior. "Seven Myths and Reality for successful Brands." Team Talk # 6 - A Sharper Picture of SM Influence Today - 4 Questions   
Lecture 19 - June 19 WednesdayRebranding 2024. Who will Succeed? Brand Communities. Submit written Brand Company Audit (written)    
Lecture 20 June 20 Thursday Building Brands in Emerging Markets. McKinsey handouts. Class Rebranding Campaign- OUR SUCCESSES! Oral Presentations of Brand Audit   
Lecture 21 June 21 FridayLAST Day of Class - Mandatory Attendance. Return Brand Company Audit. Discuss findings in a roundtable setting in class. Continue with any presentations. Final takeaways. Grade Submission.