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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.