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382487: Brand Management
MGMT-X 460.41

  • Fall 2021
  • Section 1
  • 4 Credits
  • 09/20/2021 to 12/05/2021
  • Modified 09/02/2021

COURSE DATES:

Monday, September 20 - Sunday, December 12, 2021

Meeting Times

This course is fully online and has no regular meeting times.

PLEASE NOTE:  COURSE DATES

Monday, September 20 - Sunday, December 12, 2021

HOW ONLINE CLASS WORKS

Log into Canvas, our online learning management system. Review the course syllabus, connect with the instructor and classmates in the discussion portal.

  • Retrieve course materials, which may include discussion boards, readings and videos, webinars, and other activities.
  • Connect with your instructor with questions about your assignments, your progress, or to gain deeper insights on various topics.
  • Submit your coursework via Canvas for feedback and evaluation.

Description

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company's performance and future, as well as understand the power and importance of a brand from its creation through execution. This course presents students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history, understanding the differences between brand equity and brand identity, and consideration of how brands are won and lost.

Objectives

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company's performance and future, as well as understand the power and importance of a brand from its creation through execution. This course presents students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history; understanding the differences between brand equity and brand identity; and consideration of how brands are won and lost.

Outcomes

  • Overview the history and development of branding
  • Practice brand development and brand research through hands-on projects
  • Learn to create brand management structures for sales, marketing, advertising, and promotional purposes
  • Differentiate between brand equity and brand identity, and examine how to extend existing brands
  • Learn how to complete a brand audit
  • Learn how artificial intelligence and automation are shaping branding & marketing
  • Review case studies of how brands are won and lost

Materials

We will also review a broad array of resource material including recent articles, white papers, videos and case studies from marketing and branding websites and publications

Strategic Brand Management

  • Author: Kevin Lane Keller
  • Publisher: Pearson-Prentice Hall
  • Edition: 4th edition
  • ISBN: 978-0-13-266425-7

Please Note: Please purchase the edition listed on the syllabus. If you purchase an alternative edition, you are responsible for managing  differences in page numbers and content.

Human + Machine: Reimagining Work in the Age of AI

  • Author: Paul R. Daugherty, H. James Wilson
  • Publisher: Harvard Business Review Press
  • ISBN: ASIN: B075FCVTRR
  • Optional

Applied Artificial Intelligence: A Handbook For Business Leaders

  • Author: Mariya Yao
  • Publisher: TOPBOTS
  • ISBN: 978-0998289021
  • Optional

Recommended Website Links:

  1. Hubspot www.hubspot.com
  2. Trend Hunter  www.trendhunter.com
  3. Social Media Examiner www.socialmediaexaminer.com
  4. Mobile Marketer www.mobilemarketer.com
  5. Brand Channel www.brandchannel.com
  6. MarketingProfs  www.marketingprofs.com
  7. American Marketing Association www.marketingpower.com
  8. Brand Republic www.brandrepublic.com
  9. Interbrand www.interbrand.com 
  10. AI Business Trends www.aitrends.com
  11. Social Media Today www.socialmediatoday.com 
  12. Mashable Business mashable.com/business

Deliverables

INDIVIDUAL ASSIGNMENT:: Brand Elements

WEEK3: Brand Elements Assignment:
 
Select two brands (one of the brands may be the same used for course project). Analyze the brands in the context of the brand elements framework below. Complete a brief but substantive analysis of each element for both brands. You will submit the assignment in MS Excel. Therefore, you will set up columns/rows for each brand to fill in your assessment of how each brand performs specific to each element below. Please Note: I will not accept assignments that are not submitted in this format. 
  • Identify 2 brands and describe the brand elements below for each:
    • Memorability
    • Meaningfulness
    • Likability
    • Transferability
    • Adaptability
    • Protectability
  • Submit in MS Excel Format

COURSE PROJECT: The Brand Report Card

Instructions for the course project are found in the course text listed in the syllabus on page 527. If you purchase a different edition of the text, it is your responsibility to locate the page number and make sure that your project aligns with the Brand Report Card format listed in the text used for this course.
 
Although the Brand Report Card assignment described in the text requires the evaluation of two brands, students will ONLY evaluate one brand for the course project.  
 
To complete the project students will assume the role of a consultant tasked with evaluating the selected brand. In the process of researching the selected brand, if students are unable to find data for a specific component of the brand report card, students are to recommend what the brand should do. 
 
  • The project must be completed in MS PPT format.
  • The project must not exceed 10 slides (excluding cover & reference slides) additional commentary to support the content of each slide must be added in the "notes" section of each respective slide.
  • Each slide must include a rating between 1-10 and rating must support the rationale provided on each slide.
  • Please Note: I will not accept assignments that are not submitted in this format. 

FORMAT EXAMPLE:

Slide #1 (Heading) Managers understand what the brand means to customers        Score: 9

  • The brand demonstrates a clear understanding of the needs, wants, functional and emotional benefits specific to the target segment. This indicates that  managers have engaged in research driven methodologies to collect rich insights about customer preferences of the selected target segment(s). Provide an example.
  • The brand mantra for Nike is "Authentic Athletic Performance". Examples of how this mantra permeates the brand strategy of Nike Women's apparel  are demonstrated by its tagline "Just Do It", and across product development, customer  experience and engagement. Examples include:......
  • The brand has  identified and outlined customer-driven  boundaries for brand extensions that resonate with target segments. However, further analysis and development is needed to expand  boundaries in the minds of female target segments as it relates to the development of plus-sized athleisure lines and.....
The course project will be submitted in the final week of the course.However, students should work on the project each week so that the project can be submitted by the deadline. Ideally, to stay on course with the project relative to weekly course content, students should aim to complete sections 1-5 by week six and sections 6-10 in subsequent weeks.
 
All sections (1-10) of the Brand Report Card are to be submitted in the final week of the course on the date indicated on the syllabus.  PLEASE NOTE: PROJECTS SUBMITTED AFTER DUE DATE WILL RECEIVE A 50%  POINT REDUCTION.

WEEKLY DISCUSSIONS

Weekly discussion forums will close each week on Sunday at 11:30pm (PST). Please Note: When posting to the weekly graded DQ to receive full credit, you must post an initial response to the discussion question AND reply to the posts of at least two other students.  Please post throughout the week as opposed to the last day of the week.

MIDTERM EXAM

Exam will consist of 5 essay questions worth 5 points each. See course outline below for due date.

Evaluation

Criteria

Types of evaluations and related weights
Type Weight Topic Notes
Midterm Exam 25%

5 Essay Questions

Brand Element Assignment 12%
Course Project 30%
Discussion Questions 33%

Breakdown

A+
100 %
to 97.0%
A
< 97.0 %
to 94.0%
A-
< 94.0 %
to 90.0%
B+
< 90.0 %
to 87.0%
B
< 87.0 %
to 84.0%
B-
< 84.0 %
to 80.0%
C+
< 80.0 %
to 77.0%
C
< 77.0 %
to 74.0%
C-
< 74.0 %
to 70.0%
F
< 70.0 %
to 0.0%

Course Policies

Instructor Expectations

Post throughout the week to discussion forums, post to project update forums. Submit assignments in the required format. Met course deadlines. While the course project is due at the end of the course, students are expected to work on the project each week, as weekly course content aligns with progression towards project completion.

Course Format: Online

This course is designed to be completed entirely online. All course activities and assignments will be managed through Canvas – you will use your unique username and password to log into the course, interact with your instructor and fellow students, and submit any required assignments.

Since attendance is asynchronous (not in real time), you may login at any time of the day. However, you are expected to participate in the virtual classroom on a weekly basis and complete all readings, discussion requirements and assignments/exams as required (see Course Policies below for more information).

Please keep a copy of all assignments and work submitted. Print the syllabus for your reference. It is your responsibility to be aware of all assignments, due dates and guidelines.

Note the following points about online courses at UCLA Extension: 

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers such as Firefox, Safari, or Chrome.
  • Students should familiarize themselves with Canvas and are responsible for meeting the minimum technical requirements for using Canvas.
  • Course materials will become available two days before the beginning date of the course.
  • Students must follow all posted deadlines and must complete all work in Canvas by the end of the course. Students receiving an “Incomplete” may not complete work within Canvas and must work individually with their instructor to satisfy completion requirements.

Planning Your Study Time

To plan your study time, it is estimated that you will spend 3 hours per week "in class" with the instructor and approximately 7 additional hours per week outside of class studying for exams, reading, and completing assignments. Depending on the extent of your academic preparation and recent college-level coursework in this topic area, the amount of study time needed may vary considerably.

Late Work

Work submitted 2 days after due date will receive a 50% point reduction penaltyIf you have an extenuating circumstance, please notify instructor byemail so that a contingency plan can be established for submitting work. See course outline below for all course deadlines.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns regarding at: https://www.uclaextension.edu/pages/str/studentConduct.jsp.

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see: https://www.uclaextension.edu/pages/str/studentswithDisabilities.jsp

Incompletes

Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see: https://www.uclaextension.edu/pages/str/grading.jsp

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at http://policy.ucop.edu/doc/4000385/SHSV.

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the UCLA Extension Learning Support Team.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:

Schedule

Course calendar and related activities
When Module Title Notes
Week 1:
Brands & Brand Management Customer-based Brand Equity

Assignment:

  • Post discussion

Reading:

  • Chapters 1 & 2
Week 2:
Brand Resonance/Brand Value Chain Brand Elements

Assignment:

  • Post discussion
  • Begin working on course project

Reading:

  • Chapters 3 & 4
Week 3:
Designing Marketing Programs Integrating Marketing Communications Leveraging Brand Associations Brand Elements

Assignment:

  • Post discussion
  • Brand Elements Assignment
  • Work on course project

Reading:

  • Chapter 5, 6 & 7
Week 4:
Developing Brand Equity Measurement and Management

Assignment:

  • Post discussion
  • Work on course project

Reading:

  • Chapter 8
Week 5:
Measuring Sources of Brand Equity

Assignment:

  • Post to discussion
  • Work on course project

Reading:

  • Chapter 9
Week 6:
Measuring Outcomes of Brand Equity

Assignment:

  • Post to discussion
  • Complete midterm exam
  • Work on final project (Please note: To stay on track for project completion, students should have completed sections 1-5 by week 6)

Reading:

  • Chapter 10
Week 7:
Designing and Implementing Branding Strategies

Assignment:

  • Post to discussion
  • Work on course project

Reading:

  • Chapter 11
Week 8:
Introducing and Naming New Products and Brand Extensions

Assignment:

  • Post to discussion
  • Work on course project

Reading:

  • Chapter 12
Week 9:
Managing Brands Over Time

Assignment:

  • Post to discussion
  • Work on course project

Reading:

  • Chapter 13
Week 10:
Managing Brands Over Geographic Boundaries Strategic Brand Guidelines

Assignment:

  • Post to discussion
  • Work on course project

Reading:

  • Chapter 13
Week 11: LAST DAY OF COURSE
COURSE PROJECT DUE

Assignment:
Post to Discussion
Complete and submit course project