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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
PART I: READING
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.
WEDNESDAY, SEPTEMBER 4 (9.4)
WELCOME
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 «&«2 ? 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”
• «&« 2 ? FACILITATOR: ALL STUDENT DISCUSSION / NO WRITEUP
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