Brand Innovation and New Product Strategy

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1 MBAD6273 Spring 2015 Brand Innovation and New Product Strategy Spanning best practices, ideas, and strategies on Brand Creativity Positioning & Storytelling Ideation & Idea Sourcing Innovation Design & New Product Launch Dr. Jared Hansen Associate Professor of Marketing Syllabus and content Jared Hansen. 1

2 MBAD6273 Brand Innovation and New Product Strategy Class Sessions (see calendar at end of syllabi for more details): Live Sessions = 5:30 pm to 8:15 pm in Room 906, Center City Building Online Sessions = available in Moodle by listed dates in calendar Instructor Information Dr. Jared M. Hansen, Associate Professor of Marketing Office: 250B Friday, jared<dot>hansen<at>uncc<dot>edu Web: Office hours: Updated weekly on moodle Course Description: The positioning and storytelling of market offerings regardless of whether it be a radically brand-spanking new products or centuries old established brands is one of the most difficult elements of business. This course reviews both foundational knowledge and the latest current practices on concepts related to the strategic brand building of anything (people, products, services, processes, ideas, firms, nations, etc.) and of new product development and launch strategy. Course Objectives: The objectives of this course are to help students know how to: (1) Develop compelling brand positioning & storytelling (2) Build/craft the identity (names, logos, elements) of new brands and brand extensions (3) Use different sources of information and techniques to create/innovate new market offerings that are both novel and useful (4) Follow best practices related to steps in the path from product ideation to product launch Instructional Method: This is a hybrid course consisting of both live and recorded lectures and seminar style discussions. It is enhanced through the usage of cases and a semester long project, as well as outside speakers based on their availability. Students will be introduced to several topics and tools with emphasis through cases and projects on how to use them to generate firm value. Students should bring laptops with them to live class sessions (to be used only when instructed to do so) for hands-on exercises. Credit Hours: This is a 3 credit hour course. Thus, the course has been designed to require about 10 hrs/week (approx. 3 hrs outside of class per 1 credit hour) on readings, quizzes, exercises, and project. Readings & Required Textbooks: There are no required purchased textbooks for this class. Links to materials that the class lectures/discussions and exercises draw upon are posted on Moodle should students seek repeated instruction or clarification on topics discussed in class. Grading: The final grade will be determined on the following weights: Exercises and Cases 400 points 40% Online Quizzes 100 points 10% Innovation-ology Collage 100 points 10% Final Group Project 400 points 40% Total 1000 points 100% Syllabus and content Jared Hansen. 2

3 Final letter grades will be based on the following totals: 900 and above A (Superior Performance) B (Good Performance) C (Average Performance) Below 600 U (Unsatisfactory) Attendance: Students are expected to attend all class meetings and to arrive before the class starts. Class topics are integrated, with each week building on prior weeks. This applies to both in-person and online class sessions. Failure to attend or to arrive on time can adversely affect both individual performance, ability to contribute to the group project, and the earned letter grade. Missing classes or tardiness will impact the earned grade, with each deviation having a greater impact. If a student misses 3 weeks of class or more, they will automatically receive an unsatisfactory U grade in the course regardless of earned points to date on other activities. If a student misses a class due to work conflicts or for any other reason it is their responsibility to get notes from peers; the instructor does not hold extra repeat class sessions. Class Quizzes & Participation: There will normally be short (usually up to 10 multiple choice question) online quizzes to be taken within 48 hours of the date of class sessions. To reward meaningful participation, individuals who make insightful questions or comments during the live class sessions will receive a golden ticket which they turn into the TA or professor at the end of class. In similar fashion, the instructor and/or TA will occasionally skim submitted comments/questions posted to the online blog to identify additional golden ticket earners. Golden ticket points are bonus points that offset missed quiz questions per the quiz rubric that will be reviewed in class. Exercises and Cases: There are weekly cases and exercises for most class sessions designed to encourage higher levels of content mastery (see Bloom s taxonomy). Some cases and exercises will involve the entire class discussing a situation while others will be team-based discussion/answers. Links to the material for the cases/exercises are posted online. The teams for the exercises/cases and the group semester project will be assigned in-class. If a student enrolls after team assignments have been made, it is then their responsibility to find and join a team. Team assignments will be listed in an Excel file posted to Moodle. Exercises and cases will generally be posted or announced at least one week in advance of the due date. Innovation-ology Collage: Each person will create a PowerPoint based collage of concepts (images + videos + text + looping animations, etc.) with hyperlinks to source material that they have created over the semester which represents what outside material they have found that they believe is most relevant and helpful to them in mastering the course topics. Final Group Term Project: The final group semester project is described in detail in a separate document posted online and discussed during the first class session. Each team will come up with a new-to-theworld consumer packaged goods brand/product applying several specified course concepts. Extra Credit Opportunities: Descriptions of extra credit opportunities will be discussed in-class and posted to the online class resources/moodle. Syllabus and content Jared Hansen. 3

4 Civility: The University strives to create an inclusive academic climate in which the dignity of all individuals is respected and maintained. We celebrate diversity that is beneficial to both employers and society at large. Students are encouraged to actively appropriately share their views in class discussions. Academic Integrity/Honesty: Students have the responsibility to know and observe the requirements of The UNC Charlotte Code of Student Academic Integrity available online at This code forbids cheating, fabrication or falsification of information, multiple submissions of academic work without authorization, plagiarism (which includes viewing others work without instructor permission), abuse of academic materials, and complicity in academic dishonesty. This forbidding includes sharing/copying work between individuals or teams without permission of instructors. Any special requirements or permission regarding academic integrity in this course will be stated by the instructor, and are binding on the students. Students who violate the code can be expelled from UNC Charlotte. The normal penalty for a first offense is zero credit on the work involving dishonesty and further substantial reduction of the course grade. In almost all cases the course grade is reduced to failing. Students are expected to report cases of academic dishonesty to the course instructor. Other Information Students are responsible for all announcements made in class and on the class online resources. Students should check the online class resources throughout the semester. The instructors will send occasional s with important information to the class listing in the Banner system. It is the students responsibility to make sure that their addresses are accurate. The instructors will discuss grades only in person (and not via telephone or ) and only with the student (not with parents, spouses, etc.); student s other than related to scheduling appointments may not be answered by the instructors. Office hours for each week will be posted online each week. Questions should be asked during classes, office hours, or scheduled appointments. The instructor typically daily checks regarding office hours and other times for appointments. Other s regarding the class or other topics might not be answered. The instructors may modify the class schedule and all content in the syllabus during the course of the semester depending upon the progress of the class which includes which class sessions meet in person vs. which are online modules. By attending class beyond the first week, students agree to follow the framework and rules related to this course that are described above. Syllabus and content Jared Hansen. 4

5 Date Session Tentative Topic 13-Jan Live Brand Creativity: Creating Brand Meaning, Positioning, Idea/Product Storytelling 20-Jan Online Brand Creativity: Brand Personality, Brand Community 27-Jan Live Brand Creativity: Case Studies (Superbowl Ad Pre Review), Guest Speaker 3-Feb Online Brand Creativity: Naming, Logos, Symbols, Other Brand Elements 10-Feb Live Brand Creativity: Case Studies (Superbowl Ad Post Review, Charlotte Hornets Rebranding) 17-Feb Live Brand Creativity: Case Study: NC Brand team competition, CPG Brand Analytics 24-Feb Online Brand Creativity: Brand Portfolios/Architecture, Brand Extensions 3-Mar -- No Classes: University Spring Break 10-Mar Live Brand Creativity: Taking brands to other countries/cultures 17-Mar Online Idea Sourcing/Ideation: Outside the Box radical disruption and underserved markets 24-Mar Live Idea Sourcing/Ideation: Inside the Box incremental disruption templates 31-Mar Online Idea Sourcing/Ideation: Collaboration/Partnering, Crowdsourcing, Expert Sourcing 7-Apr Live Idea Sourcing/Ideation: Team Competition Innovation Product Design: Prototyping 14-Apr Online Innovation Product Design: Storyboarding, Design Thinking, Other Tools 21-Apr Live Innovation Product Design: Traditional NPD forecasting, Intro to Conjoint Estimation 28-Apr Online Innovation Product Design: Additional Conjoint Considerations 5-May Live Innovation Product Design: Conjoint Team Competition, Last Lecture/Course Wrap-up TBA Live Final: Group Project Presentations Syllabus and content Jared Hansen. 5

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