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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 9:
DEVELOPING A BRAND EQUITY MEASURING AND MANAGEMENT SYSTEM

BOOK CLUB: WHEELER & MEYERSON (2024), DESIGN IDENTITY

Questions for you: What did I learn?
1. Describe the new accountability in terms of ROMI (Return on Marketing Investment).
2. Create an understanding of analytics dashboards as a tool for monitoring performance and
the implications of brand investments.
3. Outline the two main steps in conducting a brand audit and how to execute a digital
marketing review.
4. Describe how to design, conduct, and interpret a tracking study.
5. Identify the steps in implementing a brand equity management system.

MONDAY, OCTOBER 28 (10.28)
Week 9

PART IV: WEDNESDAY, OCTOBER 30 (10.30)

TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 9
MEASURING • DISCUSSION QUESTIONS, p. 321, Q. 9-1, 9-4
AND • CASE QUESTIONS, BRAND FOCUS 9.0, p. 322, OPEN DISCUSSION
INTERPRETING • “SAMPLE ROLEX BRAND AUDIT”
•
THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
BRAND • ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
PERFORMANCE «&« 2 ? FACILITATOR: #6. ASHER ELLIS

THURSDAY, OCTOBER 31, HALLOWEEN

Active learning in FRIDAY, NOVEMBER 1 (11.1)
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), DESIGN IDENTITY

«&« 2 ? BOOK CLUB FACILITATOR: #6. DAVID LEE

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