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Brand Management and Digital Marketing
Note that this is a preliminary syllabus and subject to minor changes.
Topic
Reading/Assignments
Week 1
Intro: Assess Basics of Brand
the
Management
Landscape
Category and
Competitive Dynamics
Prepare: Come prepared with examples of
brands that are well-marketed/not wellmarketed
Read & Prepare: Barco Case Study
Week 2
The “Who”
Read & Prepare: Black and Decker Case
Study
Read & Prepare: Nestle in 2008
The “What”
Week 3
Week 4
Week 5
Week 6
The “What”
The “How”
The “How”
Presentations
Consumer Segmentation
Corporate Marketing
Strategy
Commercial Strategy and
New Product Innovation
Communication in Mass
and Interactive
Environments
Interactive Marketing,
Social Media, and CRM
Read & Prepare:
Cialis Case Study: Getting Ready to Market
Prepare and Present: Brand Management
Project Check-In: Prepare Consumer and Online/Retail Shopping Experience
Read & Prepare: Crescent Pure Case Study
Read & Prepare: Coca-Cola Liquid and
Linked
Read & Prepare: Sephora Direct Case Study:
Investing in Social Media, Video, and Mobile.
Read & Prepare: Amazon, Apple, Facebook,
and Google Case Study-- Breaking the Balance
of Power
Prepare and Present: Brand Management Project Presentations
Recommended Weekly Reading: Adweek, CMO Today at WSJ.
Assigments/Grade Break Down:
•
•
•
•
Participation: 20%
Project Check In: 10%
Case Write-Ups: Mystery Shopping: 30%
Final Brand Management Project: 40% Assume that your team manages a brand of your choice. Assess
category and competitive dynamics (landscape), consumer target (who), product assortment and
innovation strategy (what), and communication/retail strategy (how). Make concrete and actionable
recommendations as to how to best drive growth in the next 2-3 years. Ensure that the brand’s digital
strategy is an important part of your recommendation, but don’t ignore other significant aspects of the
business.