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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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