BAMA 514 Brand Management (PTMBA) 2016 Course Outline COURSE INFORMATION

Transcription

1 COURSE INFORMATION Division: Marketing Instructor: Dr. Tim Silk Phone: BAMA 514 Brand Management (PTMBA) Term/period: Winter 2016 (Jan-Feb) Office hours: Tue/Thu 12:30-1:30 or by apt. Class meeting times: Sunday January 10 th, Friday January 22 nd, Sunday January 24 th, Presentations: 9:00am 12:00pm Sunday February 7 th. Classroom location: HA 435 COURSE GOALS Brand management is a fundamental element of competitive strategy. This course is intended for those interested in learning how brands are developed and managed as strategic assets. The course uses cases and a brand audit project to expose students to the challenges commonly faced by brand managers. Topics include assessing brand meaning, brand positioning, evaluating brand extensions, assessing profitability, assessing brand strength, and brand repositioning. The course is focused on exposing you to industry best practices and is aimed at developing your ability as a manager and decision maker. LEARNING OBJECTIVES After completing the course, students will be able to apply analytical techniques to make effective brand strategy decisions. Specifically: 1. Collect and analyze brand association data to evaluate a brand s intended and actual brand meaning. 2. Evaluate brand extension opportunities and make brand extension recommendations. 3. Analyze AC Nielsen data to evaluate brand and category financial performance. 4. Apply Brand Asset Valuation models to evaluate brand strength and make brand strategy recommendations. 5. Evaluate brand repositioning strategies. ASSESSMENT SUMMARY Class Participation: 20% (throughout course) AC Nielsen Exercise: 25% (in class, Friday Jan 22 nd ) Case Submission: 25% (due 8:30am Sunday Jan 24 th ) Brand Audit Team Presentation: 30% (9am 12pm Sunday Feb 7 th ) PROGRAM GOALS MBA Critical & Analytical Thinking Integration Communication Ethics & Social Responsibility - 1 -

2 COURSE MATERIALS & REQUIREMENTS All readings, cases and class notes can be found on the course page in Connect. SCHEDULE I have selected a series of management articles that convey best practices and frameworks. Please read the articles before class. This will ensure we get the most from our class sessions. Class CLASS TOPICS READINGS WHAT S DUE Sun Jan 10 8:30-10:15 10:15-10:30 Assessing Brand Meaning Understanding Brands readings in class 10:30-12:00 12:00-1:00 Brand Positioning Lunch Three Questions You Need to Ask Your Brand 1:00-2:15 Evaluating Brand Extensions 2:15-2:30 2:30-4:00 4:00-4:30 Category Extension Case Key Points Discussion Prepare case: McDonalds and the Hotel Industry your case analysis and decision in class Fri Jan 15 Teams to Tim with list of team members, brand and extension for brand audit by 5pm Friday, January 15 th Fri Jan 22 5:00-6:30 6:30-7:30 Analyzing AC Nielsen Data Dinner Low-Tech Marketing Math Prepare Marketing Math Practice Exercises 7:30-8:30 8:30-9:30 Assessing Profitability AC Nielsen Exercise (60-minute exercise, 25%) If Brands Are Built Over years, Why are they Managed Over Quarters> AC Nielsen Exercise (60-minute exercise 25%) Sun Jan 24 8:30-10:15 10:15-10:30 Analysis of Case Submission Case submission due at start of class (25%) 10:30-12:00 12:00-1:00 Assessing Brand Strength Lunch Brand Economics readings in class 1:00-2:20 2:20-2:40 Brand Repositioning Managing Brands for the Long Run readings in class 2:40-4:00 4:00-4:30 Brand Repositioning Case Key Points Discussion Prepare case: Dewar s Brand Repositioning your case analysis and decision in class Sun Feb 7 9:00-12:00 Brand Audit Presentations (30%) Brand Audit presentations - 2 -

3 TEACHING & LEARNING ACTIVITIES Treat our class sessions as management meetings where we discuss your analyses and decisions and the analysis behind them. Classes will consist of concept sessions and case sessions. Concept sessions will present concepts, tools, and techniques used in industry and provide insight into the challenges managers face when applying them. I encourage you to challenge the readings and come to class with your questions. Cases are used to learn how to analyze information and make decisions as a manager. Your job is to assume the role of the decision maker in the case, analyze the information that you feel is relevant, make a decision, and explain why your decision is the best course of action in light of the risks and benefits of the other alternatives available. I will occasionally present alternative approaches to solving the problem, but the analysis and decision are your responsibility. You must arrive to class with your analysis and decision completed. Class Participation (20%): Each student will receive a participation score for each class and I will average the score at the end of the course. Respecting you classmates is paramount and I value quality over quantity. Grading Scale for Class Participation: 0 Absent or late to class. 5 Present but does not participate. 6 Participates with basic information such as case facts. 7 Offers an opinion or asks/answers a basic question. 8 Engages in a meaningful discussion with other members of the class. 9 Shares an analysis using data or evidence from the case or reading. 10 Provides insight or asks a question that is instrumental in advancing understanding. AC Nielsen Exercise (25%) In class Friday, January 22 nd This is a 60-minute exercise used by AC Nielsen as part of its recruiting process to evaluate the analytical skills of job applicants. It tests basic math and logical reasoning skills relevant for brand and category performance analysis (e.g., calculating market share, market growth rates, break even analysis, interpretation of brand and category performance data, etc). I include it in the course to evaluate analytical ability and to prepare students for brand management roles. Case Submission (25%) Due at start of class (8:30am) on Sunday, January 24 th The case submission is a comprehensive case dealing with issues that we address up to that point in the course. You will be asked to answer a number of specific questions that require you to analyze several aspects of the case and make a decision. The case and questions will be posted on Connect. The case submission is an individual assignment. You may not consult with your classmates or any other individuals. We will discuss the case in class on Sunday, February 2nd. Consequently, late submissions cannot be accepted and will receive a grade of zero. Brand Audit Team Presentations (30%) 9:00am-12:00 pm Sunday, February 7 th Your team, consisting of 4-6 self-selected team members, will conduct a brand audit of a brand of your choice using concepts from the course. The audit will include (1) an overview of the brand s history, (2) an assessment of the brand s meaning, (3) an assessment of the brand s strength, (4) an evaluation of one category extension, and (5) recommendations on how to strengthen the brand. Category extensions that exist today as well as those that were taken off the market are equally suitable for the audit assuming you can find sufficient information on the extension for your analysis

4 Each team will deliver a 20-minute presentation to the class that summarizes your analysis, findings, and recommendations for managing the brand in the future. The presentation will be followed by a 10-minute Q&A period with the class. The format of your presentation is up to you and your team members, but it should be professional, address the five areas of the project outline, and involve each member of your team. All class members must attend the final presentations of all teams. Failure to attend will result in a 10% deduction from the student s final grade. Presentations will be evaluated using the Presentation Evaluation form at the end of this course outline. Your team should review the evaluation criteria listed on the Presentation Evaluation form when developing your presentation Project deadlines are as follows: 1. Friday, January 17: Each team will send me an with (1) the names of the 4-6 team members, (2) the address of the team coordinator, (3) the name of the brand the team wishes to audit, and (4) the category extension that will be evaluated. I will review the submissions for approval and contact team coordinators if any issues arise. It is your responsibility to ensure you join a team. 2. Sunday, February 7 th : Each team will deliver its presentation and each team member will submit his/her peer evaluation form (attached at the end of this course outline). Brand Audit Peer Evaluation The peer evaluation form at the end of this course outline will be used to assess the contribution of each team member to the brand audit presentation. I will take the average peer assessment score for each student and multiply it by the team s grade to arrive at the student's grade for the presentation. For example, if a team receives a grade of 80% (an A ) and a student receives an average peer evaluation score of 75% from their other team members, that student s individual grade on the brand audit will be 75% x 80% = 60% (a C instead of an A ). The peer evaluation reacts to consensus (being down-graded by a single team member does little damage and typically will be disregarded). Team members that work in good faith will not experience grade adjustments, while individuals that perform below expectations or fail to pull their weight will experience a negative grade adjustment. I reserve the right to adjust peer evaluations to ensure fairness. My advice is to be proactive and make your expectations of one another clear from the start. Poor communication is often the source of discrepancies. I expect that any problems that arise will be brought to my attention well before the projects are due. OTHER INFORMATION In-Class Policies To make our time together enjoyable and efficient, I ask that you observe a few simple rules: #1: Be on time #2: Put up your name tag #3: Participate in discussions #4: No laptops. Note: this rule is observed in case-based courses across leading MBA programs. Academic Honesty You are expected to follow the standards of the University of British Columbia with respect to academic honesty. Misconduct includes, but is not limited to, cheating on any assignment or exam. Violations of academic honesty will be pursued to the maximum

5 Brand Audit Presentation Evaluation (Tim will evaluate each team using the criteria below) Team Members: Evaluation Criteria: Score Application of course concepts: Depth of analysis: Insight of recommendations: Responses to questions: Presentation Skills / Clarity: Total Score: Presentation Grade: Strengths: Areas for Improvement: - 5 -

6 Brand: BAMA 514 Brand Management (PTMBA) Brand Audit Peer Evaluation Form (Each team member must submit this form to Tim on the day of the presentation) Assign yourself and each team member a score out of 100 points based on each member s contribution to the group effort. If all members contributed equally, each person should receive 100 points. Sub-standard effort or performance relative to other group members should receive a score below 100. You must rate yourself as well as your peers. Name of Team Member: Score: Did your team encounter a problem with a team member? Yes No If you encountered a problem with a team member, did you bring it to his/her attention? Yes No Not Applicable If you encountered a problem with a team member, did you give him/her a chance to improve? Yes No Not Applicable Please provide a justification for the assigned scores (continue on reverse side of this page if necessary): - 6 -