Professional Documents
Culture Documents
DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE Fall, 2010 Subject to change.
ALAN WHITEBREAD
OFFICE—BA705 Phone: 742-1963 E-Mail: Alan.Whitebread@ttu.edu HOURS— Usually M, W, F 10-11
and M, W 2-3.
TEXT #1 TEXTBOOK – The New Strategic Brand Management, 4th Edition, Jean-Noël Kapferer, ISBN 978-0-7494-
5085-4, paperback, 2008.
#2 ADDITIONAL MATERIALS MAY BE REQUIRED FROM
• Articles to be accessed in the main library using your E-Raider information.
• Product Development & Management Assoc. http://www.pdma.org/ or Project Management
Institute http://www.pmi.org/info/default.asp
#3 Check the website http://awhitebread.ba.ttu.edu -daily- for the latest information on the course and
support materials.
The course begins with a fundamental framework for product management and product development in large
organizations [total corporate sales >$500 million]. Students will work individually on a selected project for
the semester. Sources of information will include the class lectures, textbook, current events, handouts,
selected items on the web, postings on http://awhitebread.ba.ttu.edu, and library resources.
COURSE GRADING
The final grade for the student will be based on demonstrating competence in the exams, in-class
participation, and homework. The six tests will be 90% [15% each] of the final grade. Tests may cover any
materials since the previous test—the textbook, lectures, discussions, handouts, web sites, current events, and
readings. The remaining 10% of the grade will be based on in-class responses where students will be called
on randomly to answer what they had on the project and contribute comments about an item and homework
assignments. The syllabus will also serve as a study guide, a project guide, and the exams.
Students must be prepared to answer questions in class—failure to do so will negatively affect their grade.
Attendance is required. The student will find the course quite difficult if any classes are missed. Since all
assignment dates are detailed on the syllabus, the student bears total responsibility for
complying with the requirements of the course. Late or make-up exams will not be given. Late
work will not be accepted. No extra credit projects will be allowed. Grades will be posted outside
the classroom after an exam. Grades will not be sent, or discussed, via email. If you have a
legitimate reason and must miss class, see me in advance so we can arrange for you to complete
the work before your absence.
WITHDRAWALS
A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of
withdrawal.
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT
DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE Fall, 2010 Subject to change.
CLASS CONDUCT
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12.
Special accommodations to students with disabilities will be made, as detailed in Operating Policy 34.22. Student absences
for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.
ADA STATEMENT
Any student who, because of a disability, may require special arrangements in order to meet the course
requirements should contact the instructor as soon as possible to make any necessary arrangements.
Students should present appropriate verification from Student Disability Services during the instructor’s office
hours. Please note instructors are not allowed to provide classroom accommodations to a student until
appropriate verification from Student Disability Services has been provided. For additional information, you
may contact the Student Disability Services office in 335 West Hall or 806-742-2405.
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT
DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE Fall, 2010 Subject to change.
• Strategic Options
IN-CLASS PROJECT REVIEWS – [#1] Core competencies [#1] Key success factors
3 9/8 Brands and Brand Management: An Introduction [1: Brand Equity in Question
9-30]
• Brand definition – What does branding do?
• The Core-Branded-Augmented Product Chart expansion to the expanded
***Generic-Core-Branded-Augmented-Potential Product Chart concept [9/10]
• Goods-Services Continuum
• Tools and techniques
• ***Product Risk Analysis: Understanding types of risk [9/10]
• Minimizing risks
• Brand assets to brand strength
• Brand equity [definition – financial formulas – off-balance sheet items* [many
references – see index in text]
• Factors for enduring brand leadership
• Tools and techniques
• Brand challenges
• Brand opportunities
1 KEY ARTICLE: “Package-Goods Brands Lose Loyalty in a Recession”,
Advertising Age http://adage.com/article?article_id=137436
IN-CLASS PROJECT REVIEWS – [#2] Porter: Five Forces and Competitive
Advantage of the Firm [#3A] Detailed Current and Envisioned Product
Descriptions [#3B] Core-Branded-Augmented Product Chart [#4] Gap Analysis
Brand Management Approaches [3: Brand and Business Building 51-64] and [6:
4B 9/15 The New Roles of Brand management 137-70] and [7: Brand Identity and
Positioning 171-99]
Brand Identity Prism
Brand Management Approaches
• Economic approach
• Identity approach
• Consumer-based approach
• Customer-based Brand Equity [CBBE]
• Personality approach
• David Aaker’s Brand Equity Model
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT
DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE Fall, 2010 Subject to change.
9/17 Project Day – no class – students are to use this time to develop their projects.
Brand Types and Characteristics [4: Brand Diversity: The Types of Brands 65-94
5 9/20 SPECIAL NOTE: WHEN READING THIS CHAPTER THE AUTHOR USES DISTRIBUTOR
AS A RESELLER – USUALLY A RETAILER.] and [5:From Private Labels to Store
Brands] and [7: Brand Identity and Positioning 171-99 AGAIN!]
• ***Building a Brand [9/27]
• Brand identity, Brand Meaning, Brand Response, Brand Relationship
• Brand identity traps
• Tools and techniques
• ***Mind Maps [9/24] and Modified Mind Maps [9/27]
• Positioning and the benefits of a strong brand
• KEY ARTICLE: Brand Killers http://www.brandkillers.com/
IN-CLASS PROJECT REVIEWS – [#7] Core Brand Values Chart [#8A-F] Two Major
Competitors SWOT Analysis
10/15 HOMEWORK [DUE 10/14] You are the new QHotels Chain [UK]
[http://www.qhotels.co.uk/hotels.aspx ] brand manager and have been asked
to put together a brand segmentation chart showing all Hilton and Marriott
brands for potential entry into the U.S. upper middle hotel market. Identify all
existing positions and gaps. See
http://www.hilton.com/en/hi/info/family_brands.jhtml;jsessionid=JEPXZN52Z5PJ0CSGBIXM22QKIYF
CVUUC?adId=fob,hihomepage,30 and
9A
http://marriott.com/aboutbrands/default.mi?WT_Ref=MI_Home
Selling the Project I: The Marketing Plan
• Requirements of a Successful Project
• Integrating the new product[s] with the rest of the business: ***Brand Portfolio
[10/20]
• ***The value proposition and the Brand Value Chain
• ***Unique selling proposition [USP] [Domino’s] [10/22]
• KEY ONLINE ARTICLE – How to Create Your USP…
• ***Getting the positioning and the Marketing Mix Right: An Overview [10/20]
• IN-CLASS CASE REVIEW: TACO BELL Product Development
• ***Product and brand creation/naming flow chart [211-4] [10/20]
10A 10/20 Brands: Supply Chain Management, Channel Management, and Value Chain
Management
• Supply Chain Management and Value Chain Management
• Channel definitions and design basics
• ***Channel alternatives [10/27], ***channel selection [10/27], and ***channel
maps [10/27]
IN-CLASS PROJECT REVIEWS – [#28A & B] Brand Portfolio [#23] Project P&L
10B 10/25 Brands: Supply Chain Management, Channel Management, and Value Chain
Management – CONTINUED
• Simple versus complex channels [detailed coffee example]
• Competitive advantage through channel design
11/12 TEST #5 Covers materials from 10/24 through 11/14 [Sections 11B through 15]
16 11/15 The Launch [8: Launching the Brand 203-18]
• Getting ready
• Roll-out planning
• Maximizing IMC impact [Total toothpaste]
• The supply chain
• Channel fill[s] and the logistics of supply
IN-CLASS PROJECT REVIEWS – [#37] Intellectual Property [#38A & B] Collateral
[#39] Media Schedule Gantt Chart and Coverage Ratio
17 11/17 Building Successful Brands: The Marketing Plan II [11: Adapting to the Market:
Identity and Change 269-94] and [12: Growth through Brand Extensions 295-
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT
DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE Fall, 2010 Subject to change.
346] and [13: Brand Architecture 347-90] and [14: Multi-brand Portfolios 391-
414] plus review [4: Brand Diversity: The Types of Brands 65-94]
• A Comprehensive Look at the Product Life Cycle
• Ansoff’s product-market expansion grid
• ***Product Family and Life-cycle Planning / Management
• KEY ARTICLE: – Vaseline Intensive Care Family Campaigns and click on
Campaigns:
http://www.vaseline.com/Carousel.aspx?
Path=Consumer/AboutUs/History
• Brand extensions: risks and opportunities
• Product line management: expansion, modification, and discontinuation
• Saving a Brand: Tylenol
• KEY ONLINE ARTICLES: [1] Successful Brand Repositioning, McKinsey &
Company and [2] Trading Up [Coach style], Forbes
IN-CLASS PROJECT REVIEWS – [#40] Types of Sales Organizations
18 11/19 Building Successful Brands: Years 2 and Beyond [10: Sustaining a Brand Long-
term 237-68] and [6: The New Roles of Brand management 137-70]
• Tools and techniques
• Review: 1-Product Generation Map / 2-Technology Roadmap
• Portfolio planning and analysis Market metrics: continuous customer feedback
• Advanced brand management topics [Review 9: The Challenge of Growth in
Mature Markets 219-36] and [15: Handling Name Changes and Brand
Transfers 415-36] and [16: Brand Turnaround and Rejuvenation 437-54]
• Managing the Product Life Cycle; Licensing [p. 165]
• Co-branding [p. 166]
• Managing and building relationships [pp. 161-2]
• From Private Labels to Store Brands – Private label strategies
• Generic Brands [p. 140]
IN-CLASS CASE REVIEW: AIR PRODUCTS & CHEMICALS: Implementation of a
Global Customer Loyalty Process
KEY ONLINE ARTICLE: Foster’s Group Investor Conference Presentation
11/22 Project Day – no class – students are to use this time to develop their projects.
19A 11/29 Business-to-Business [B2B] Brands [5: Brand Diversity: the Types of Brands
113-119] and [12: Growth through Brand Extensions 329-330]
• in China”
21 12/6 International Brands and Issues [17: Managing Global Brands 455-500] and
[Review 5:123-5 for Country Brands]
• KEY ONLINE ARTICLES: [1] “Customer “IKEA”, Kerry Capell, [Business
Week, November 14, 2005 pp.96-106] and [2] “Kraft Reformulates Oreo, Scores
in China”
12/10 FINAL EXAM – TEST #6 Covers materials from 10/24 through 11/14 [Sections 16
through 21] – 7:30 – 10:00 AM, FRIDAY, DECEMBER 10.
MARKETING 4383 – BRAND / PRODUCT MANAGEMENT AND NEW PRODUCT
DEVELOPMENT
COMPREHENSIVE SYLLABUS AND STUDY GUIDE Fall, 2010 Subject to change.
NOTE: FINAL GRADES WILL NOT BE AVAILABLE ON TECHSIS UNTIL THE
FOLLOWING DAY BECAUSE IT DOES AN OVERNIGHT BATCH UPDATE.