Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Spring 2006
M/W 11:00 – 12:15
SOM 1.110
Course Topics
Topics to be discussed include describing the brand and product management system
and building, measuring and managing brand equity via brand positioning, marketing
programs and communications.
Students will come to understand the advantages associated with creating strong
product lines and brands
Students will develop skills in analyzing and interpreting numerical data related to
measuring brand equity and implementing a brand equity measurement system.
Students will develop the ability to think critically and creatively about adjusting product
and brand strategies over time and geographic boundaries to maximizelong-term
profitability of brand strategies.
Mode of Instruction
Lectures, case analyses, student presentations, in-class speakers and exams will be used
to address the above learning goals.
Course Format
Students will be expected to complete the assigned textbook readings prior to class.
Class Updates
Discussion of Assigned Text
Team Presentation of case analysis
Participation
Class participation is expected. Participation points will be awarded. The only way to
gain participation points is to offer insightful comments during in-class discussions and
exercises. A total of 20 participation points are available. In the past, the following
evaluation was used to determine a student’s participation points:
Exams
Three exams will be given throughout the semester. Exam questions will consist of
multiple-choice questions and may include short-answer questions or homework essays
based on text, in-clas s discussions, team presentations and in-class speakers. Make-up
exams may be taken under certain circumstances of illness/family death or emergency if
students contact me before the scheduled exam and provide written proof of why they
cannot take the exam (ie., doctor’s note).
Team Presentation
Teams of about 3 people will prepare a presentation and written report on an assigned
textbook case.
Each student must prepare and present a section of the class presentation. The
student’s grade will be based on the average of three evaluations. The first evaluation,
given to each team member is a score for the written report of the case analysis. The
second evaluation is a team presentation score evaluated by the class. The third
evaluation is a peer evaluation grade which is score by your teammates.
Peer evaluations FOR each team member FROM each team member must be provided
on the day of the presentation. Each student must put the peer evaluations that they
have filled out in a sealed envelope.
All team members are required to participate in the presentation. Presentations should
be no longer than 20 minutes.
Grading System
Exam #1 100
Exam #2 100
Case Presentation 100
Final Exam 100
Participation Points 20
416-420 (98-100%) = A+
395-415 (94-97%) =A
378-394 (90-93%) = A-
365-377 (87-89%) = B+
353-364 (84-86%) =B
336-352 (80-83) = B-
323-335 (77-79%) = C+
311-322 (74-76%) =C
294-310 (70-73) = C-
281-293 (67-69) = D+
269-280 (64-66) =D
252-268 (60-63) = D-
M 4/3 Exam #2
*The instructor reserves the right to make changes to the schedule as necessary. It is the
student responsibility to be aware of these changes.