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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

READERS ARE READING
LEADERS!
TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 2:
CUSTOMER-BASED BRAN EQUITY AND BRAND POSITIONING

PART II BOOK CLUB: WHEELER & MEYERSON (2024), BRAND BASICS

DEVELOPING Questions for you: What did I learn?
A BRAND 1. Define customer-based brand equity.
STRATEGY 2. Outline the sources and outcomes of customer-based brand equity.
3. Identify the four components of brand positioning.
4. Describe the guidelines in developing a good brand positioning.
5. Explain brand mantras and how they should be developed.

MONDAY, SEPTEMBER 9 (9.9)

Week 2 Special Virtual Fashion Professional Guests:
Welcome ALICE FLYNN to our EC Fashion Marketing class!
Meet and greet via Zoom

WEDNESDAY, SEPTEMBER 11 (9.11), DAY OF REMEMBERANCE

BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), BRAND BASICS
«&« 2 ? BOOK CLUB FACILITATOR: ALL STUDENT DISCUSSION

Active learning in FRIDAY, SEPTEMBER 13 (9.13)
action: interactive
discussion on the TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 2
reading • DISCUSSION QUESTIONS, p. 68, 2-4, 2-5
• CASE QUESTIONS, BRAND FOCUS 2.0, p. 68, OPEN DISCUSSION
• “THE MARKETING ADVANTAGES OF STRONG BRANDS”
«&« 2 ? FACILITATOR: ALL STUDENT DISCUSSION / NO WRITEUP

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