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MARKETING 470: BRAND MANAGEMENT Fall 2015-CRN 38374 Instructor: Kim Moon Time: MWF-11:00-11:50 Office: University Hall #2222 Location: DH 330 Email: [email protected] Office Hours: By Appt on MWF (12-1) REQUIRED TEXTS: David Aaker on Branding: 20 Principles That Drive Success, Morgan James IBSN: 978 1 61448 832 3 BrandWashed, Martin Lindstrom, Crown Publishing, IBSN: 9780 7494 650 4 9

REQUIRED MAGAZINE: Purchase Fashion Magazine of Your Choice: e.g. Vogue, GQ, In-Style, Glamour, Elle

RECOMMENDED READINGS: Brand Child, Martin Lindstrom Brand Leadership, David Aaker

COURSE DESCRIPTION AND OUTCOMES: More and more firms have come to realize that brands are one of the most valuable assets they possess. Despite this recognition, and the increasingly important role that brand asset management plays in marketing strategy, relatively little attention has been paid to the subject in traditional management education, especially at the undergraduate level. Brand Management is an elective that addresses many of the strategic areas of brand asset management in modern business entities. The basic objectives of this class are:

COURSE LEARNING OUTCOMES: 1. Students will be able to discuss major issues in building and managing brand assets. 2. Students will be able to explain effective frameworks for understanding brand strategy decisions. 3. Students will be able to critically analyze and recommend actionable strategies to various brands through case discussions and write-ups. 4. Students will be able to use their analytic skills in evaluating brands. 5. Students will be able to conduct a professional brand audit. 6. Students will be able to conduct and present the results of a brand audit.

COURSE REQUIREMENTS: Regular and on-time attendance Participation in classroom discussions and collaborative learning exercises Satisfactory completion of all assignments and case studies

COURSE STRUCTURE: The course will be taught in weekly modules as per the attached course calendar. Students are responsible for reading the key concepts in the text and other additional readings prior to coming to class. Case studies, articles, videos and collaborative exercises will be used in class to allow students the opportunity to apply the core marketing principles.

POLICY FOR ELECTRONICS: To foster an environment that is conducive to learning, laptops will only be allowed for In-class assignments. Cell phones must be put away at the beginning of class.

COMMUNICATION: Correspond with me through email. Please ensure you include the course(s) you are referencing along with your first, last name and UIN. You can expect a reply within 24 hours. Do not send a “textmail” that is missing a salutation.

IN-CLASS IMMERSIONS: Throughout the semester, you will be given in-class assignments. You must complete the assignments to receive full credit. You will not be allowed to make-up In-Class assignments in the event that you are absent on the day the assignment is given (NO EXCEPTIONS).

BRAND AUDITS: A brand audit is a comprehensive assessment of the current and future health of the brand. Each audit will consist of (4) parts: The Market Analysis, The Brand Map, The Brand Diagram and The Brand Outlook. You are required to complete 5 individual brand audits from a list of brands that will discussed each week (see the syllabus of the list of brands and due dates). NOTE: Each week, you will have the option to choose which brands you want to audit. However, your audits must be from the weekly list that is provided. You can only do one audit per week.

BRAND TOPICS IN THE NEWS: We will discuss various news worthy topics in the marketplace that relate to brands. So, students will be required to provide input to these weekly class discussions. Students will need to post their article/news clip on Blackboard as well. Look for articles published in the Wall Street Journal, USA Today, Business Week, AdAge, BuzzFeed, Bloomberg, NPR, etc.

ADDITIONAL READINGS There may be articles that you will need to read prior to coming to class (not every week). The articles can be accessed via Blackboard under “Assignments”.

LATE ASSIGNMENTS: Although hardcopies of all assignments are due the week they are assigned, students are encouraged to submit all assignments that are past due. However, if you are unable to make class to submit a hardcopy of your assignment, you may NOT submit an e-copy. A deduction of 10% will be assessed EACH CLASS DAY your assignment is late. A 20% Deduction will be assessed for the weekend (No Exceptions). YOU WILL NOT BE ALLOWED TO MAKE-UP IN-CLASS ASSIGNMENTS (NO EXCEPTIONS). ALL ASSIGNMENTS MUST BE TURNED IN DURING CLASS (E-COPIES OR COPIES LEFT AT MY OFFICE WILL NOT BE ACCEPTED).

GRACE POINTS: In lieu of class participation points, you will earn points for in class assignments called Immersion Activities. After some lectures, you will apply the concepts learned in class by completing the Immersion Activity with a group.

The Immersion Activities can only be completed in class. However, every student will be given a maximum of 10 “Grace Points.” You can use your points toward a missed Immersion Activity or a “Brand Topics in the News” discussion. You should plan to use your points if you are traveling during the week or have to miss class for any reason. You will need to submit a hardcopy of the form to earn the points.

COURSE EVALUATIONS: As a final assignment, students will be expected to complete a confidential online course evaluation known as a SIT evaluation. These evaluations provide very important feedback to me and the college and will be used for course improvement. You will receive an email from the Office of Faculty Affairs inviting you to complete your course evaluations and will receive an email confirmation when you have completed each one. Please save and upload your confirmation email for this course to Blackboard. Your answers will remain completely confidential and will not be shared with me.

GRADING CRITERIA: The letter course grade is determined by computing the following weights and numerical points for individual assignments:

5 Brand Audit Assignments 100 pts 2 Case Studies 100 pts 5 Brand Topics in the News 50 pts 5 In-Class Immersions 50 pts Midterm 300 pts Final Written Project 300 pts Final Oral Presentation 100 pts

GRADING POINT SCALE: 900-1000 A 800-899 B 700-799 C 600-699 D Below 600 F

*Note: Individual grades are to be held in strict confidence. Therefore, students are encouraged not to discuss grades or graded assignments. All questions and discrepancies regarding graded assignments should be directed to the instructor’s attention. A request to review graded assignments should be written on “3M Post-It Notes”. The instructor will review these requests outside of class and provide a response by the next class period.

Turnitin.com: In addition to submitting a hardcopy, students must submit assignments electronically to Turnitin.com. Turnitin.com is an educational tool to teach students how to work with research sources and to improve paraphrasing and quoting skills.

Students will submit electronic versions of the MIDTERM AND FINAL to Turnitin.com. Turnitin.com then produces an originality report. This report shows the instructor the results of Turnitin.com's comparison of the essay to content on the web, to Turnitin.com's of student writing, and to some of common full-text journals. As a result, you will lose at least 10 points for unacceptable originality reports (scores appearing in Yellow and Red). You must create an account to access the course. Below, is the course ID and password:

TURNITIN COURSE ID: 10462945 TURNITIN PASSWORD: FALL2015

MIDTERM GRADES:

Please refer to the following link for advisory information on Midterm grades. http://tigger.uic.edu/depts/oaa/advising/student_midterm.html

ACCOMMODATION FOR STUDENTS WITH DISABILITIES Concerning disabled students, the University of Illinois at Chicago is committed to maintaining a barrier-free environment so that individuals with disabilities can fully access programs, courses, services, and activities at UIC. Students with disabilities who require accommodations for full access and participation in UIC Programs must be registered with the Disability Resource Center (DRC). Please contact DRC at (312) 413- 2183 (voice) or (312) 413- 0123 (TDD). . More information may also be found at the DRC Website located at http://www.uic.edu/depts/oaa/disability_resources/index.html. Students requesting accommodation must provide each instructor with a letter outlining the specific accommodations requested for a specific course. These letters are developed by the DRC in coordination with the student and presented to the instructor by the student prior to the start of each semester.

ACADEMIC INTEGRITY This course and its associated coursework are being administered under the policies of the University of Illinois at Chicago (UIC) College of Business Administration Honor Code. All students are expected to respect and uphold the CBA Student Code of Ethics found on pages 9-11 of the UIC Business Student Handbook: http://business.uic.edu/docs/default-source/default-document- library/handbook-2013-2014-for-website.pdf?sfvrsn=2

In keeping with CBA policy, evidence of may result in a failing grade for the course and disciplinary review by the University. Academic dishonesty includes, but is not limited to, cheating (giving or receiving aid), fabrication/falsification, (including not accurately referencing source material), bribes, favors or threats, examination by proxy (taking an exam for someone else), grade tampering and submitting non-original works authored by someone other than the student. Refer to the student handbook or Student Disciplinary Procedures for definitions and details: http://www.uic.edu/depts/dos/docs/Standards%20of%20Conduct.pdf and http://www.uic.edu/depts/dos/docs/Disciplinary%20Actions.pdf For a complete review of UIC policies regarding intellectual integrity and academic honesty, please visit: http://www.uic.edu/depts/dos/conductforstudents.shtml

COURSE CALENDAR (SUBJECT TO CHANGE)

Week 1 Syllabus and Course Overview Part I (AOB): Brands are Assets, pgs. 5-22 8/24 Brand Audit: Facebook and Google (FRIDAY Practice In Class Only) Week 2 Chp I (BW) Buy Buy Baby, pgs. 9-27 8/31 Brand Audit: Toys R Us and Disney (Due on 9/4) Week 3 NO SCHOOL ON 9/7 9/7 Part II: (AOB): Brand Vision, pgs. 23-84 Brand Audit: Gucci and Ralph Lauren (Due 9/11) Week 4 Chp 2: (BW): Peddling Panic and Paranoia pgs. 28-53 9/14 Brand Audit: Allstate and Uber (Due 9/18) Week 5 Part III (AOB): Bring the Brand to Life, pgs. 85-132 9/21 Brand Audit: BMW and Old Spice (Due 9/25) CASE 1 DUE (FRIDAY 9/25) Week 6 Chp 3: (BW): I Can’t Quit You, pgs. 54-78 9/28 VIRTUAL CLASS ON 9/28 (ASSIGNMENT POSTED ON BB) Brand Audit: Apple and Samsung (Due 10/2) Week 7 Part IV: (AOB): Brand Relevance, pgs 133-152 10/5 Brand Audit H&M and Ikea (Due 10/9) MIDTERM: “Tweens & Branding” Research Paper Week 8 Chp 4: (BW): Buy It Get Laid, pgs. 79-103 10/12 Brand Audit: AXE and Abercrombie & Fitch (Due 10/16) Week 9 Part V: (AOB): Your Brand Portfolio, pgs. 153-193 10/19 Brand Audit: The P&G Brands, Toyota Brands and The Gap Brands (Due 10/23) Week 10 Chp 5: (BW): Under Pressure 10/26 Brand Audit: American Girl and Harley Davidson (Due 10/30) CASE 2 DUE (FRIDAY 10/30) Week 11 Chp 6: Oh, Sweet Memories, pgs.131-152 11/2 Brand Audit: Coca Cola and Budweiser (Due 11/6) Week 12 Chp 7: Royal Flush, pgs 153-180 11/9 Brand Audit: Nike and Visa (Due 11/13) Week 13 Chp 8: Hope in a Jar, pgs 181-202 11/16 Brand Audit: Loreal and Kellogg’s (Due 11/20) Week 14 Chp 9: Every Breath You Take, They’ll be Watching You, pgs 203-236 11/23 FINAL PREP DAY: 11/25 (MEET WITH GROUPS DURING CLASS) NO SCHOOL: 11/26-27/SIT EVALUATIONS Brand Audit: H&M (Due 11/25-Submit via Blackboard) Week 15 FINAL PRESENTATIONS 11/30 LAST DAY OF CLASS IS 12/4