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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 3:
BRAND RESONANCE AND BRAND VALUE CHAIN
BOOK CLUB: WHEELER & MEYERSON (2024), BRAND IDEALS
Questions for you: What did I learn?
1. Define brand resonance.
2. Describe the steps in building brand resonance.
3. Define the brand value chain.
4. Identify the stages in the brand value chain.
5. Contrast brand equity and customer equity.
SUNDAY, SEPTEMBER 10. GRANDPARENTS DAY
Week 3 MONDAY, SEPTEMBER 16 (9.16)
BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), BRAND IDEALS
PART II «&« 2 ? BOOK CLUB FACILITATOR: 1. LINDA AVERY
DEVELOPING
A BRAND WEDNESDAY, SEPTEMBER 18 (9.18)
STRATEGY NEW YORK NEW YORK
FASHION MARKETING NYC EXPERIENTIAL LEARNING
FRIDAY, SEPTEMBER 20 (9.20)
Active learning in TEXTBOOK «&« 2 ? KELLER & SWAMINATHAN (2020), CHAPTER 3
action: interactive • DISCUSSION QUESTIONS, p. 104, 3-1, 3-6
discussion on the • CASE QUESTIONS, BRAND FOCUS 3.0, p. 104, OPEN DISCUSSION
reading • “CREATIING CUSTOMER VALUE”
• THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
•
ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
«&« 2 ? FACILITATOR: 1. ALEXANDRA “ALLY” STILO
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