Page 30 - FSH MKT 3300 Brand Management

FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555
Alison M. Wolfe MBA, MS, PhD, Professor

COURSE OUTLINE

Version #1, 09.02.2024

WELCOME! REVIEW
WOLFE SYLLABUS

READING
PART I:
TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 1:
BRANDS AND BRAND MANAGEMENT

INTRO Questions for you: What did I learn?
OPENING 1. Define “brand,” state how brand differs from a product, and explain what brand equity is.
PERSPECTIVES 2. Summarize why brands are important.
3. Explain how branding applies to virtually everything.
4. Describe the main branding challenges and opportunities.
5. Identify the steps in the strategic brand management process.

Week 1 MONDAY, SEPTEMBER 2 (9.2) Labor Day (US/Canada)

Welcome and orientation to the course.

WELCOME WEDNESDAY, SEPTEMBER 4 (9.4)

WELCOME! Begin discussion on the course topic, “BRAND MANAGEMENT”
WELCOME Active learning in action:
WELCOME! interactive discussion on the reading

WELCOME

FRIDAY, SEPTEMBER 6 (9.6)

TEXTBOOK    KELLER & SWAMINATHAN (2020), CHAPTER 1
• DISCUSSION QUESTIONS, p. 32, Q. 1-2 1-5
• CASE QUESTIONS, BRAND FOCUS 1.0, p. 32, OPEN DISCUSSION
• “UNLOCKING THE SECRETS OF DIGITAL NATIVE BRANDS”
•    FACILITATOR: ALL STUDENT DISCUSSION / NO WRITEUP

AMW ❖ FALL TERM I 2024 ❖09.02.2024
❖ Page 30 of 90 ❖