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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, 8.29.2024

READERS ARE READING
LEADERS! TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 13
INTRODUCING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
PART V Questions for you: What did I learn?
1. Define the different types of brand extensions.
GROWING AND 2. List the main advantages and disadvantages of brand extensions.
SUSTAINING 3. Summarize how consumers evaluate extensions and how extensions contribute to parent
brand equity.
BRAND 4. Outline the key assumptions and success criteria for brand extensions.
EQUITY
BOOK CLUB: CASE EXAMPLES

Week 12 MONDAY, NOVEMBER 18 (11.18)

Special Virtual Fashion Professional Guests:
Welcome Alice Flynn, EC Fashion Marketing class!
GROWING AND
SUSTAINING BOOK CLUB «&« 2 ? & DISCUSSION
BRAND • WHEELER & MEYERSON (2024), CASE EXAMPLES
EQUITY «&« 2 ? BOOK CLUB FACILITATOR: DISCUSSION ALL

WEDNESDAY, NOVEMBER 20 (11.20)

Active learning in TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 13
action: interactive • DISCUSSION QUESTIONS, p. 470, Q. 13-2, 13-3
discussion on the • CASE QUESTIONS, BRAND FOCUS 13.0, p. 471, OPEN DISCUSSION
•
reading • “APPLE: CREATING A TECH MEGABRAND”
• THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
«&« 2 ? FACILITATOR: DISCUSSION ALL

FRIDAY, NOVEMBER 22 (11.22)

NO CLASS SESSION ON THIS DAY. REASON: CLASS HELD IN NYC –
ALL DAY SESSION ON SEPTEMBER 18, 2024.

CELEBRATE YOUR KNOWLEDGE DAY!

AMW v FALL TERM I 2024 v09.02.2024
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