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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 4:
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY

BOOK CLUB: WHEELER & MEYERSON (2024), BRAND ELEMENTS

Questions for you: What did I learn?
1. Identify the different types of brand elements.
2. List the general criteria for choosing brand elements.
3. Describe key tactics in choosing different brand elements.
4. Explain the rationale for “mixing and matching” brand elements.
5. Highlight some of the legal issues surrounding brand elements.

SUNDAY, SEPTEMBER 17 CONSTITUTION DAY
Week 4
MONDAY, SEPTEMBER 23 (9.23)

PART III Active learning in action: interactive discussion on the reading

DESIGNING WEDNESDAY, SEPTEMBER 25 (9.25)
AND TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 4
IMPLEMENTING • DISCUSSION QUESTIONS, p. 139, Q. 4-1, 4-2
BRAND • CASE QUESTIONS, BRAND FOCUS 4.0, p. 139, OPEN DISCUSSION
MARKETING • “LEGAL BRANDING CONSIDERATIONS”
•
PROGRAMS • THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
«&« 2 ? FACILITATOR: #2. LOGAN OLCOTT

Active learning in FRIDAY, SEPTEMBER 27 (9.27)
action: interactive \ Special Virtual Fashion Professional Guests:
Welcome Alice Flynn, EC Fashion Marketing class!
discussion on the
reading BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), BRAND ELEMENTS
«&«2 ? BOOK CLUB FACILITATOR: #2. XAVIER CARTER

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