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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 5:
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY

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

Questions for you: What did I learn?
1. Identify some of the new perspectives and developments in marketing.
2. Describe how marketers enhance product experience.
3. Explain the rationale for value pricing.
4. List some of the direct and indirect channel options.
5. Summarize the reasons for the growth in private labels.

Week 5 MONDAY, SEPTEMBER 30 (9.30)

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

DESIGNING
AND WEDNESDAY, OCTOBER 2 (10.2) Rosh Hashanah begins at sundown.

IMPLEMENTING TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 5
BRAND • DISCUSSION QUESTIONS, p. 175, Q. 5-2, 5-3
MARKETING • CASE QUESTIONS, BRAND FOCUS 5.0, p. 176, OPEN DISCUSSION
PROGRAMS • “PRIVATE-LABEL STRATEGIES AND RESPONSES”
•
• THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
«&« 2 ? FACILITATOR: #3. DAVID LEE

Active learning in FRIDAY, OCTOBER 4 (10.4)
Special Virtual Fashion Professional Guests:
action: interactive Welcome Alice Flynn, EC Fashion Marketing class!
discussion on the
reading BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), BRAND DYNAMICS
«&«2 ? BOOK CLUB FACILITATOR: #3. OLIVIA CZECH

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