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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 6:
INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND
PART III EQUITY

DESIGNING BOOK CLUB: WHEELER & MEYERSON (2024), BEFORE & AFTER

AND Questions for you: What did I learn?
IMPLEMENTING 1. Describe some of the changes in the new media environment.
BRAND 2. Outline the major marketing communication options.
3. Describe some of the key tactical issues in evaluating different communication options.
MARKETING 4. Identify the choice criteria in developing an integrated marketing communication
program.
PROGRAMS 5. Explain the rationale for mixing and matching communication options.

Week 6 MONDAY OCTOBER 7 (10.7)
Active learning in action: interactive discussion on the reading

BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), BEFORE & AFTER
«&« 2 ? BOOK CLUB FACILITATOR: DISCUSSION ALL / ADD CONCEPTS/TERMS

Active learning in WEDNESDAY, OCTOBER 9 (10.9)
action: interactive
discussion on the TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 6
reading • DISCUSSION QUESTIONS, p. 212, Q. 6-2, 6-3
• CASE QUESTIONS, BRAND FOCUS 6.0, p. 213, OPEN DISCUSSION
• “EMPIRICAL GENERALIZATIONS IN ADVERTISING”
•
THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
• ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
«&« 2 ? FACILITATOR: #4. ABIGAIL FLATT

FRIDAY, OCTOBER 11 (10.11) Yom Kippur begins at Sundown
Special Virtual Fashion Professional Guests:
Welcome Alice Flynn, EC Fashion Marketing class!

CELEBRATE YOUR KNOWLEDGE DAY!

AMW v FALL TERM I 2024 v09.02.2024
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