Course Schedule and
Assignments
| Date |
Topic |
Week's Assignment |
Aug
29
|
Introduction to the Course:
Part 1: Brand
Management
Brand Equity, Paradigm Shifts |
Preface, Brand Dictionary
Knapp Chapter
1
|
|
Aug
31
|
Brand Management
Career Path:
What do you do? What are the
Hurdles? |
Video Presentation
Brand
Mgmtppt |
Sept
5 |
Brand Strategy and
Evaluation |
Knapp Chapter
2,3 |
Sept
7 |
Assessing Brand Equity |
Knapp Chapter
2,3 |
Sept
12 |
Identifying the Brand Promise |
Knapp Chapter
4,5 |
Sept
14 |
Architecting a Brand
|
Knapp Chapter 4,5 |
Sept
19 |
Designing Customer Service |
Knapp Chapters 6,7
|
Sept
21 |
Maximizing Brand Equity |
Brand
Strategyppt
Brand
Shareppt |
Sept
26 |
Brand Audit |
Knapp Chapter 9 |
Sept
28 |
Brand Leadership |
Aaker Chapter 1 |
Oct
3 |
Creating a Brand Identity
|
Aaker Chapters 2,3
|
Oct
5 |
Creating a Brand Identity |
Aaker Chapters 2,3
|
Oct
10 |
Brand Architecture |
Aaker
Chapters 4,5 |
Oct
12 |
Brand Architecture
|
Aaker Chapters
4,5 |
Oct
17 |
Bringing Insights From Business |
Aaker Chapters
6,7 |
Oct
19 |
Bringing Insights From
Business
|
Aaker Chapters
6,7 |
Oct
24 |
Sponsorship, and Brand Building without Advertising |
Aaker
Chapters 9,10 |
Oct
26 |
Global
Brand Leadership |
Aaker
Chapters 9,10 |
Oct
31 |
Brand Building and the Web
|
Aaker Chapter 8
Knapp
Chapter 8 |
Nov.
2 |
Midterm Exam: Essay, In
Class, Closed Book and Notes, Bring Blue
Book
|
|
Nov.
7
|
Discovering the Chasm
|
Moore Chapters 1-2 |
Nov.
9 |
Discovering
the Chasm |
Moore Chapters 1-2 |
Nov.
14
|
Crossing the Chasm
|
Moore Chapters 3-5 |
Nov.
16 |
Crossing the Chasm
|
Moore Chapters 6,7,8 |
Nov.
21
|
Inside the Tornado
| Moore Chapters 1-3 |
|
Nov. 28 |
Hypergrowth Markets |
Moore Chapters 4-6 |
|
Nov.
30 |
Implications for Strategy |
Moore Chapters 7-10 |
Dec.
5
|
Implications for Strategy |
Moore Chapters 7-10 |
Dec.
7 |
Wrapup: Direct From Dell
|
|
|
