HB2504
University Of Houston-Victoria
Click here to open a new window to search Spring 2013 – Current Instructor & Course Information
Course Online Syllabus
Fall 2011
| Department | MKTG | Course Number | 6300 | Section Number | 25142 |
| Name of Course | Selected Topics in Marketing | ||||
| Name of Instructor | Radighieri,Jeffrey | ||||
This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook. | |||||
Learning Objectives
As a result of this course, students will
- Recognize the brand concept and be able to distinguish between different types of brands.
- Know the role of brands, the concept of brand equity, and the reasons for creating strong brands.
- Explain the three main ways to building brand equity and how to leverage them.
- Apply the brand concept to real world situations, including the use of brand elements and the leveraging of secondary associations.
- Distinguish between and evaluate brand hierarchies, brand portfolios, corporate brands, family brands, individual brands, and sub-brands.
- Synthesize and integrate course concepts into a detailed report on brand building.
Major Assignments/Exams
| Final Project Paper | 25% | ||
| Building Strong Brands Paper | 15% | ||
| Brand Failures Paper | 15% | ||
| Exams (2) | 30% | ||
| Discussion Boards (8) | 15% |
Required Reading
Matt Haig, Brand Failures,2005 ed., ISBN .
Kevin Lane Keller, Strategic Brand Management,3rd ed., ISBN 0131888595.
David A. Aaker, Building Strong Brands,1995 ed., ISBN .
Recommended Reading
No additional readings have been recommended for this course.
List of Discussion/Lecture Topics
- Course Introduction: What Is A Brand?
- Brand Equity
- Brand Awareness and Associations
- Building Brand Equity I
- Building Brand Equity II
- Measuring Brand Equity
- Exam I
- Brand Failure
- Brand Extensions and Brand Alliances
- Corporate Branding and Services Branding
- Marketing Mix Brand Issues: Distribution, Pricing, and Promotions
- Managing Brands Over Time and Across Countrie and Cultures
- Branding and Sustainability
- Thanksgiving Week
- Papers Due Friday by 5pm CST
Social Networks
