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Course Packet Contents

> MKTG 534-301 – Spring 2007 – Exec MBA Program

Integrated Market Communications and Brand Management

 

                                                                             Dr. Ralph Oliva

  1. Course Packet Contents
  2. Course Overview/Objectives/Assignments -- “What’s In It For Me?”
  3. Grading/Assignments Detail/Principles
  4. Course Syllabus/Master Schedule/Topics Discussed
  5. Case Overview and Questions to Consider
  6. BrandScape Presentation Date Signup Sheet

Session 2

  1.  “Building Brand – A Roadmap,” Harvard Management Update, 40107E
  2. “The Brand Report Card,” Kevin Lane Keller, Harvard Business Review, January-February 2000, reprint number R00104.

Session 3

  1. Creating the Living Brand” by Neely Bendapudi and Venkat Bedapudi, Harvard Business Review “Best Practice” Article – Reprint R0505G. May, 2005.
  2. “The Relevance of Brand Relevance,” David A. Aaker, Strategy + Business,          Summer 2004, reprint number 04207.
  3. Case 1:  “Building Brand Community on the Harley-Davidson Posse Ride,” Harvard Business School Case No. 9-501-015

Session 4

  1. “The Brand Relationship Spectrum,” California Management Review, Vol. 42, No.4, Summer, 2000
  2. “What High Tech Managers Need to Know About Brands,” Harvard Business Review, July-August 1999

Weekend 2, Session 5

  1. “IMC Receives More Appropriate Definition”, Don Schultz, Marketing News, September 15, 2004
  2. An Illustrative Example --  “The International Paper Milk Carton Dilemma” – Read for use as part of class discussion only, no “case insight” on this reading
  3. An Illustrative Example --   “TI Digital Signal Processors,” by Dr. Ralph Oliva Read for use as part of class discussion only, no “case insight” on this reading

Session 6

  1. Web Assignment -- Visit the SRI “VALS” Web site – www.sric-bi.com/vals/
  2. “Ethnography – A Study of Process, Use, and Relevance,” Shakuntala (Bee) Bhaduri
  3. Case 2:  “The New Beetle,” Harvard Business School Case No. 9-501-023

Session 7, 8

  1. Web Assignment -- “Language of Value” BrainShark presentation at: www.brainshark.com/smeal/quickfactsvalue, and the Example at www.brainshark.com/smeal/quickfactsvalueexample.
  2. “Building Loyalty in Business Markets”, by Das Narayandas, Harvard Business Review, September, 2005, HBR Reprint # R0509H
  3. “Customer Value Propositions in Business Markets<” by James Anderson, James Narus, and Wouter van Rossum, Harvard Business Review “On Point” Reprint Product 3544
  4. Case 3:  “Goodyear:  The Aquatred Launch” (condensed), Harvard Business School Case No. 9-500-039

Weekend 3, Session 9

  1.  “The Behavioral Timeline,” by Bob Lauterborn
  2. “Avoiding PR Disasters,” by Steve Gosset, Harvard Management Communication Newsletter, 2001; Reprint # C0105D
  3. Case 4: “CTV-Newsnet,” Richard Ivey School of Business, Case 9B00C027

Session 10 (Class Handout), Session 11

  1. “The Blogosphere Beckons: Should Your Company Jump In?”, by Katherine Heires, Harvard Mgmt. Comm. Newsletter, Fall 2005, Reprint # C0511A
  2. “Controlled Infection! Spreading the brand message through viral marketing”, by A. Dobele, D. Toleman, M. Beverland, Kelley School of Business, HBS Product # BH 118 (Business Horizons -2005 - 48, 143-149)
  3. Case 5: “BMW Films,” Harvard Business School Case No. 9-502-046

Session 12

  1.  “The Focus Process Overview, GE”

Weekend 4, Session 13

  1. “Ad Spending: Maintaining Market Share”, by John Philip Jones, HBR, Jan-Feb 1990, HBR Reprint # 90108
  2. “Ad Spending: Growing Market Share”, by James C. Schroer, HBR, Jan-Feb 1990, HBR Reprint # 90113
  3. Case 6: “Mountain Dew:  Selecting New Creative”, HBS Case Number               9-502-040

Session 14, 15

  1. Case 7:    “Cunard Line Limited:  Managing Integrated Marketing Communications,” Harvard Business School Case No. 9-594-046

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