Business and Management
Submitted By mikaxiong
Course: BUS 363.01 Brand Management
Professor: Camille Abbruscato
Semester: Spring 2013 Course Syllabus
Office: Harriman 305
Office Hours: Monday and Wednesday 11:30 – 12:50 or by appointment
Classroom: Frey Hall Room 205
Time: Tuesday and Thursday 10:00 am – 11:20 am
To keep costs down, there is no required textbook; instead, we will rely on my lecture slides, adapted from Keller’s, Strategic Brand Management text (Prentice Hall). However, as everyone learns differently, there will be copies of the textbook available for sale in the University bookstore and on reserve in the library.
To enhance your professionalism and marketing perspective, reading the following business newspapers and magazines is beneficial: * Business Week * Brandweek * Marketing News * Advertising Age * Wall Street Journal * Adweek * USA Today Money Section
Which brands make you happy? Starbucks? Apple? Nike? Coca Cola? What draws you into these brands? Do you think the brands you purchase are a reflection of who you are? How do companies create compelling brand experiences? How could you cultivate a brand that makes consumers happy? This course explores such questions with the goal of identifying the ingredients for building and managing an inspired brand.
The course will interweave lectures, guest speakers, readings and in-class exercises—all of which will culminate in a Brand Audit group project that students will present in the final days of class.
The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students’ ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining…...