Syllabus/Master Schedule/Topics Discussed
> MKTG 534-301 – Spring 2007 – Exec MBA Program
Integrated Market Communications and Brand Management
Dr. Ralph Oliva
Weekend 1
Saturday, February 17, 2007; 8:30-10:00
Session 1
Topic:
Class Introduction:
- Class objectives
- Thoughts on course design
- Class analysis
- First important lessons
- Keys to making progress
- Class structure, outline and assignments
- Team assignments/class list
- A scan of the class
- Some ethical issues in market communications and branding
- Some first definitions
- Administrative details
Read: Course packet – Marketing 534-301
- Course Packet Contents
- Overview/Objectives/Assignments – What’s In It For Me?
- Grading/Assignments Detail/Principles
- Syllabus/Master Schedule/Topics Discussed
- Case Overviews/Thought questions
- BrandScape Presentation Date Signup Sheet
Saturday, February 17, 2007 10:15-11:45
Session 2
Topic:
An Introduction to Brands and Branding
- History
- The Neuromarketing of brands…
- Key definitions, similarities, and differences
- Brand
- Trademark
- Image
- Identity
- Brand equity
- Awareness (Unaided, Aided)
- Preference share
Read – Course Packet:
- “Building Brand – A Roadmap,” Harvard Management Update, 40107E
- “The Brand Report Card,” Kevin Lane Keller, Harvard Business Review January-February 2000, Reprint R00104
Saturday, February 17, 2007 12:45-2:15
Session 3
Topic:
BrandScapes – Brands as a key “integration element”
- What brands do--how they work
The
Brand Footprint:
Personality- Core values
- Essence
- Position
- Brand Capsule
- Brand Elements
Read – Course Packet:
- “Creating the Living Brand” by Neely Bendapudi and Venkat Bedapudi, Harvard Business Review “Best Practice” Article – Reprint R0505G. May, 2005.
- “The Relevance of Brand Relevance,” David A. Aaker, Strategy + Business, Summer 2004, reprint number 04207.
Read/Insight -- Case 1 (In Course Packet):
“Building Brand Community on the Harley-Davidson Posse Ride,”
Harvard Business School Case No. 9-501-015.
Saturday, February 17, 2007 2:30-4:00
Session 4
Topic:
Brand Architecture – Frameworks for thinking about brands/brand strategy
- “House of Brands”
- Endorsed brands
- Sub-brands
- “Branded House”
- Some recent examples
Read – Course Packet:
- “The Brand Relationship Spectrum,” California Management Review, Volume 42, No 4; Summer, 2000
- “What High Tech Managers Need to Know About Brands,” Harvard Business Review, July-August 1999
Weekend 2
Friday, March 2, 2007 10:15-11:45
Session 5
Topic:
Introduction to Integrated Market Communications (IMC)
- Definitions/Approaches/Historical development
- Basic tools
- Introduction: Eight-step planning process
“Dimensions” of integration – The Integration “Dashboard”:
- Message/positioning consistency
- Visual/branding approach
- Audience/timing/media orchestration
- Global/local balance
- Tie to results – Return On Customer Investment (ROCI)
Read – Course Packet:
- “IMC Receives a More Appropriate Definition”, Don Schultz, Marketing News, September 15, 2004
- An Illustrative Example/Mini-Case – “The International Paper Milk Carton Dilemma”, by Dr. R. Lauterborn” – Required reading for use as part of class discussion only, do not prepare a “Case Insight” on this reading.
- An Illustrative Example/Mini-Case – “The TI DSP Case”, by Dr. R. Oliva – Required reading for use as part of class discussion only, do not prepare a “Case Insight” on this reading.
Friday, March 2, 2007 12:45 – 2:15
Session 6
Topic:
Integrated Market Communications – Step One: Focus on the target audience
- The human side: personality, contact points, behaviors
- The “data” side: valuation of customers/ prospects
- Segmentation Approaches: Demographic, Psychographic, Generational, Benefits Sought, GeoDemographic
- Targeting
- The role of “face time”
- Global considerations
Read – Web Assignment:
- Visit the SRI Web site – www.sri.com, read through the materials on “VALS”
- “Ethnography – A Study of Process, Use and Relevance,” Shakuntala (Bee) Bhaduri
Read/Insight -- Case 2 (In Course Packet):
“The New Beetle,” Harvard Business School Case No. 9-501-023
Saturday, March 3, 2007 8:30-10:00
Session 7
Topic:
Integrated Market Communications – Step 2: Develop Unique Value Proposition
- From “Selling” proposition to “Value” proposition
- Value review and taxonomy
- Closing the gap: Customer-perceived versus true customer value
- Focus points and templates
- Role of brand and positioning in unique value proposition
Read – Web Assignment:
- Please review the “language of value” BrainShark presentation at: www.brainshark.com/Smeal/QuickFactsValue.
- Also view the example at www.brainshark.com.smeal/QuickFactsValueExample.
- “Building Loyalty in Business Markets”, by Das Narayandas, Harvard Business Review, September, 2005, HBR Reprint # R0509H
- “Customer Value Propositions in Business Markets,” by James Anderson, James Narus, and Wouter van Rossum, Harvard Business Review “On Point” Reprint Product 3544
Read/Insight -- Case 3 (in Course Packet):
“Goodyear: The Aquatred Launch” (condensed),
Harvard Business School Case No. 9-500-039
Saturday, March 3, 2007 10:15 -11:45
Session 8
Topic:
Integrated Market Communications – Step 3: Establish Communication Objectives
- “Process” objectives versus “Outcome” objectives
- Templates for good objectives
- Setting up calculation of the Return On Customer Investment (ROCI)
Team Presentation -- BrandScape Presentation #1
Weekend 3
Friday, March 16, 2007 10:15 -11:45
Session 9
Topic:
Integrated Market Communications – Step 4: Behavioral Timeline Planning
- “Demand/decision chain”
- Influencers, specifiers, approvers
- Behavioral targeting and timing
Read – Course Packet:
- “The Behavioral Timeline,” by Bob Lauterborn, in case packet
- “Avoiding PR Disasters”, by Steve Gosset, Harvard Mgmt Comm Newsletter, 2001, Reprint # C0105D
Read/Insight -- Case 4 (In Course Packet):
“CTV-Newsnet,” Richard Ivey School of Business, Case 9B00C027
Friday, March 16, 2007 12:45 -2:15
Session 10
Topic:
Integrated Market Communications – Step 5: Media Strategy
- Media planning: key selection criteria
- Reach, frequency, rating points
- Scheduling: flighting, pulsing, other approaches
- Reaching critical mass
Read – Special Handout given in class:
- Coca-Cola Media Brief Overview
Team Presentation -- BrandScape Presentation Number 2
Saturday, March 17, 2007 8:30 – 10:00
Session 11
Topic:
Integrated Market Communications – Step 5 (II-Cont’d)
Media Selection and Orchestration
Media selection detail/suggestions/SWOT analysis
- “AIM” media selection process
- SWOT discussion/overview:
- PR,
- TV,
- Radio,
- Magazines,
- Newspapers,
- Outdoor,
- Direct,
- “Non- traditional”,
- Events,
- The Web,
- More…
Read – Course Packet:
- “The Blogosphere Beckons: Should Your Company Jump In?”, by Katherine Heires, Harvard Mgmt. Comm. Newsletter, Fall 2005, Reprint # C0511A
- “Controlled Infection! Spreading the Brand Message Through Viral Marketing.”, by A. Dobele, D. Toleman, M. Beverland, Kelley School of Business, HBS Product # BH 118
Read/Insight -- Case 5 (In Course Packet):
“BMW Films,” Harvard Business School Case No. 9-502-046
Saturday, March 17, 2007 10:15 -11:45
Session 12
Topic: Integrated Market Communications – Step 6: Design Message to Target Audience
- Tools and templates
- Message sourcing
- The agency “creative development” process
- Do’s and don’ts of getting good, creative product
- Ad concept testing and formative research
The “Focus” Process (GE)
- Receiver
- Proposition
- Dramatization
“Creative Decision Filters”
- Brand Filters:
- Framing of Benefit
- Tie to BrandScape
- Audience Resonance
- Communication Filters:
- Engaging, Simple, Original
- Product Integrated Into Story
- Campaign Filter:
- Effective Extension of Campaign Concept
Read – In Course Packet:
- “The Focus Process Overview”
Team Presentation -- BrandScape Presentation Number 3
Notes: Creative Critique Assignments Due Next Session
Be sure to pick up your copy of Mountain Dew CD
Weekend 4
Friday, March 30, 2007 10:15 -11:45
Session 13
Topic: Integrated Market Communications – Step 7: Build Budget and Execution Plan
- “Top down” approaches – allocation schemes
- “Bottom up” approaches – task prioritization
- Investment modeling around Return On Customer Investment (ROCI)
- Reaching threshold – reach and frequency
- Investing to build/maintain market share
- Cut-off points and alternatives
Read – In Course Packet:
- “Ad Spending: Maintaining Market Share”, by John Philip Jones, HBR, Jan-Feb 1990, HBR Reprint # 90108
- “Ad Spending: Growing Market Share”, by James C. Schroer, HBR, Jan-Feb 1990, HBR Reprint # 90113
Read/Insight -- Case 6 (In Course Packet):
“Mountain Dew: Selecting New Creative”, HBS Case Number 9-502-040
>>>Review Case CD provided
Friday, March 30, 2007 12:45 - 2:15
Session 14
Integrated Market Communications – Step 8: Measure Results, Learn, and Iterate the Process
- Key measures and metrics
- Building models
- Tracking studies
- Computing the return
- Hurdle rates
- The important role of the CFO
Team Presentation -- BrandScape Presentation Number 4
Friday, March 30, 2007 2:30 - 4:00
Session 15
Integrated Market Communications: Legal Issues and Concerns/
Summary Thoughts/Wrap-Up:
- Trademarks
- Copyright
- Truth in advertising
- Ethical issues in advertising
- Robinson-Patman Act issues
- Magnussen-Moss Act issues
- Competitive/comparative advertising: a playbook
Read/Insight -- Case 7 (In Course Packet):
“Cunard Line Limited: Managing Integrated Marketing Communications,”
Harvard Business School Case No. 9-594-046
Friday, March 30, 2007 4:15 -5:45
Session 16
Note: Creative Critique Due Today!!!
IMC and Brand Management – Summary and Example Cases
- Proctor and Gamble: Dazz Detergent
- TI “Total Integration”
- The Smeal Executive MBA Program
- HP
- AT&T
- Brotherhood Mutual
- The Second Mile
- Other Topics…
Team Presentation -- BrandScape Presentation Number 5
This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003