THE AMERICAN UNIVERSITY OF PARIS

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1 THE AMERICAN UNIVERSITY OF PARIS COURSE TITLE: Marketing Strategies for Brand Development COURSE NO: CM 4048 PREREQUISITES: SEMESTER: Fall 2013 PROFESSOR: P.M. Barnet CREDITS: 4 CLASS SCHEDULE: Tuesday, Periods 6&7 ROOM NO: C33 OFFICE HOURS: By Appointment PERIOD (S): Periods 6&7 CONTACT: pmbarnet@hotmail.com; Mailbox in Combes COURSE Description: Introduction: This is the capstone course for Marketing Communications interested Seniors. It requires them to use the skills acquired from all their other Communications and Business Courses: research; management; marketing; interpersonal communications; rhetoric; etc. The course seeks to develop students capacity to analyze global communications and branding strategies of commercial and noncommercial brands. They learn the entire process of how brands are built and marketed and how corporations use the tools of advertising, promotion, packaging, public relations, events, sponsorships, internal communications and more to create a desired image and identity for their brands. This course is designed to give students an understanding of how strategic brand marketing is actually practiced today. As such, it employs the Harvard Business School Case Study method and teamwork throughout. Student Learning Goals: Practical and disciplined based knowledge of the strategic approaches and imperatives to building, marketing and managing brands A practical understanding of what makes strong brands and why brands fail. Effective team work, how to work together and engage an audience as a team How to communicate in an articulate and persuasive manner Effective use of information technology Student Learning Objectives: Students will learn to: Use a respected research model to understand and effectively analyze how brands are built. Develop a competitive strategy and articulate its rationale. Apply a psychographic model to understand and analyze brand targeting strategies. Apply the strategic tools of positioning, benefit ladders, values, etc to understand a brand s identity, logo and advertising. Analyze a brand s strategic architecture, the brand organization models employed and the principles of brand extension. Analyze existing and create enhanced integrated marketing communications programs for specific brands by applying both strategic principles and their own creative thinking. Employ strategic marketing thinking and develop an IMC solution to a marketplace challenge. Use the discipline of power point and succinct business writing to communicate in a short, concise and complete manner. Master the principles of effective power point development, public speaking and team selling to make effective oral presentations. Apply video, music, images and graphics to bring their presentations alive.

2 TEXTBOOKS: REQUIRED: None RECOMMENDED: Handed out in Class ATTENDANCE: Active participation of students is central to success in this class. We shall try to simulate professional conditions and that means showing up with work in hand. Attendance will follow AUP guidelines. GRADING: Case History Presentations in Class 30% Classroom Participation 10% Audit: Part 1 (Mid-Term Paper) 20% Audit: Part 2 (Final Paper) 20% Final Oral Presentation (Final Exam) 20% The Strategic Brand Audit: Part 1: An analysis of a Brand, it s positioning, it s advertising, promotional material, logo, pr, etc. An analysis of the identity and meaning the brand has achieved and a critical evaluation of the effectiveness of its communications. Part 1 a paper of not less than 10 pages is due at MID-TERM Part 2 An analysis of the Brand s architecture and growth potential (brand stretching). How well does the architecture drive brand appeal and attract various target segments? Does it stimulate new trial and /or increased usage? Is it a growth producing model? An hypothesis of what the Brand should do next to further extend itself and a testing of this hypothesis in a focus group. Suggestions of how to further improve its marketing communications. Part 2 a paper of not less than 10 pages is due at the Final Exam The Final Exam is a 20 minute Power Point Presentation that covers Parts 1&2 of the written audit Note: Each team will select a Brand to audit and submit a 2-3 paragraph request for approval for their selection by September 28 in class. Grading Criteria: A Team has clearly grasped the lecture and assignment requirements, responded thoroughly, demonstrated excellent analytical thinking and articulated their viewpoint in a concise, logical and complete manner. Their strategy articulation (when appropriate) demonstrates mastery of the disciplines taught in class. Presentations use technology well and demonstrate both outstanding substance and style. Papers are well ordered, easy to read/understand and well written. B Team has demonstrated a good grasp of the lecture and assignment requirements, responded well, demonstrated solid analytical thinking and articulated their viewpoint in a relatively concise, logical and complete manner. Their strategy articulation (when appropriate) demonstrates reasonable understanding of the

3 disciplines taught in class. Presentations use adequate technology and demonstrate solid substance and style. Papers are relatively well ordered easy to read/understand and well written. C Team has demonstrated a thin grasp of the lecture and assignment requirements, responded sketchily, demonstrated surface analytical thinking and poorly articulated their view. Their strategic articulation (when appropriate) demonstrates poor understanding of the disciplines taught in class. Presentations use minimal technology and demonstrate weak substance and style. Papers are not well ordered, confusing, in part, and not very well written. D/F Team has failed to grasp the lecture and assignment requirements, responded irrelevantly, failed to demonstrate analytical thinking and failed to articulate a point of view. Their strategic articulation (when appropriate) demonstrates no understanding of the disciplines taught in class. Presentations use inadequate technology and lack both substance and style. Papers are poorly ordered, confusing and badly written. ABSENCE POLICY: Students at The American University of Paris are expected to attend all sessions. Certain absences may, however, be excused. Excused absences fall into two categories: sickness or unforeseen emergency, and university-sponsored activities, such as study trips. When a student misses a class, he or she must present an excuse to the teacher. If three consecutive classes are missed, however, the student must go to the Student Affairs Office to present third-party verification (a doctor's note, for example) in order for the absence to be excused. In all cases the responsibility for making up missed work rests solely with the student. However, the instructor may recommend administrative withdrawal of a student whose absences, excused or not, have made it impossible to continue in the course at a satisfactory level. PLEASE NOTE: Copies of the University's policies on absences and academic dishonesty were given to each student at registration. You are responsible for adhering strictly to these policies in all classes. Additional copies of the policies are available at the Office of the Registrar. ENGLISH LANGUAGE PROFICIENCY STATEMENT: As an anglophone university, The American University of Paris is strongly committed to effective English language mastery at the undergraduate level. Most courses require scholarly research and formal written and oral presentations in English, and AUP students are expected to strive to achieve excellence in these domains as part of their course work. To that end, professors include English proficiency among the criteria in student evaluation, often referring students to the university Writing Lab where they may obtain help on specific academic assignments. Proficiency in English is monitored at various points throughout the student's academic career, most notably during the admissions and advising processes, while the student is completing general education requirements, and during the accomplishment of degree program courses and senior theses.

4 OUTLINE: CM448 Marketing Strategies for Brand Development Fall 2013 Sept.10 Sept.17 Introduction to the Course: What is Strategic; The power of differentiation Developing a differentiated and relevant communications strategy Sept.24 Case Study Presentation; Understanding the target audience for the brand Oct.1 Case Study Presentation; Positioning: The basis for going to market Audit Request due Oct.8 Case Study Presentation; Integrated Marketing: Total Branding Oct.15 Case study Presentation; Identity Oct.22 Mid-term: Audit Part 1 due Oct 29 Case Study Presentation; Identity and Branding continued Nov.5 Case Study Presentation; Portfolio Management of Brands Nov.12 Case Study Presentation; Crisis Management and an integrated marketing solution Nov.19 Special Guest: How I created my own Brand Nov. 26 Special Management Class: Leadership; Why teams win or lose. (Film) Dec.3 Dec. 10 Confessions of an International Marketing Man. How today s market developed and where it may be going. Final Class See Schedule FINAL EXAM: Audit Part 2 Due; 20 Minute PP Presentations

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