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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

ENJOY YOUR MINI FALL BREAK
OCTOBER 12 – 15

READERS ARE READING
LEADERS! TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 7:
BRANDING IN THE DIGITAL ERA

BOOK CLUB: WHEELER & MEYERSON (2024), PROCESS BASICS
PART III
Questions for you: What did I learn?
DESIGNING 1. Describe changes in marketing and consumer behavior in a digital era.
2. Define brand engagement and understand the brand engagement pyramid and key drivers of brand
AND engagement.
3. Understand digital communications and the various options available.
IMPLEMENTING 4. Define the role of e-mail marketing and Web site optimization as important components of digital
BRAND 5. marketing strategy.
Appreciate the pros and cons of various social media channels (e.g., Facebook and Twitter) as digital
MARKETING marketing tools.
PROGRAMS 6. Understand the developments within mobile marketing.
7.
Develop a broad understanding of influencer marketing approaches and how word-of-mouth and
social influence occurs and can be managed.
8. Describe content marketing and its role in creating brand awareness and engagement.
9. Describe changes in brand management organizational structure.

Week 7 MONDAY, OCTOBER 14, COLUMBUS DAY, CANADIAN THANKSGIVING, INDIGENOUS PEOPLES’
WEDNESDAY, OCTOBER 16 (10.16)

BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), PROCESS BASICS

Active learning in «&« 2 ? BOOK CLUB FACILITATOR: #4. ASHER ELLIS
action: interactive
discussion on the FRIDAY, OCTOBER 18 (10.18)
reading
Special DIGITAL MARKETING EVENT: MEDIA BARKER DISCUSSION

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