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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 10:
                                       MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET

                                       Questions for you:   What did I learn?
                      PART IV:         1.   Describe effective qualitative research techniques for tapping into consumer brand knowledge.
                                       2.   Identify  effective  quantitative  research  techniques  for  measuring  brand  awareness,  image,
                                           responses, and relationships.
                  MEASURING            3.   Outline how big data can help with understanding brand perceptions and brand positioning.
                                          Explain the role of social media monitoring “control rooms” as a marketing research tool and
                                       4.
                       AND                 profile and contrast some popular brand equity models.
                INTERPRETING             TEXTBOOK:  KELLER & SWAMINATHAN (2020), CHAPTER  11
                     BRAND             MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE
                PERFORMANCE

                                       Questions for you:   What did I learn?  (time/permitting)
                                       1.  Recognize the multidimensionality of brand equity and the importance of multiple methods to
                                           measure it.
                                       2.  Contrast different comparative methods to assess brand equity.
                                       3.  Explain the basic logic of how conjoint analysis works.
                                       4.  Review different holistic methods for valuing brand equity.
                                       5.  Describe the relationship between branding and finance.

                                       BOOK CLUB:   WHEELER & MEYERSON (2024), CREATE TOUCHPOINTS

                     Week 10           MONDAY, NOVEMBER 4 (11.4)


                                       WEDNESDAY, NOVEMBER 6 (11.6)

                                           TEXTBOOK «&«2  ?   KELLER & SWAMINATHAN (2020), CHAPTER 10
                                           •   DISCUSSION QUESTIONS, p. 360, Q. 10-6, 10-7
                                           •
                                           •   CASE QUESTIONS, BRAND FOCUS 10.0, p. 361, OPEN DISCUSSION
                                               “YOUNG & RUBICAM’s BRAND ASSET VALUATOR”
                                           •   THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
                                           •   ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
                                           «&« 2  ?    FACILITATOR:      #7.  OLIVIA CZECH

                                       FRIDAY, NOVEMBER 8 (11.8)
                  Active learning in   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), CREATE TOUCHPOINTS
                                           «&«2  ?   BOOK CLUB FACILITATOR:     #7.  LOGAN OLCOTT



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