Annotated-Coursepacketcontents-Mktg534-301-8-25-12

Annotated-CoursePacketContents-MKTG534-301-8-25-12

Course Packet Contents

> MKTG 534-301 – Fall 2012 – Exec MBA Program

Integrated Market Communications and Brand Management

Dr. Ralph Oliva

1. Course Packet Contents (Annotated)

2. Course Timing/Topics Map

3. Course “Playbook:”Overview/Objectives/Assignments/Grading

4. Course Syllabus/Master Schedule/Topics Discussed

5. Case Overview and Questions to Consider

6. BrandScape Presentation Date Signup Sheet

7. “Building Brand – A Roadmap,” Harvard Management Update, 40107E

8. Reference Article: “Understanding Brands,” by Anat Keinan and Jill Avery, HBS Note # 9-509-041, November 26, 2008

Session 2

9. Case 1: “Building Brand Community on the Harley-Davidson Posse Ride,” Harvard Business School Case No. 9-501-015

10. “In China? Pick Your Brand Name Carefully, Harvard Business Review, September, 2012, Reprint # F1209C

11. Reference Article: "Getting Brand Communities Right", Harvard Business Review, April 2009; Reprint R0904K

Session 3

12. “The Brand Relationship Spectrum,” California Management Review, Vol. 42, No.4, Summer, 2000

13. Case 2: “A Case for Brand Loyalty", Harvard Bus. School Case No. 9-598-023

Weekend 2

Session 4

14. An Illustrative Example -- “The International Paper Milk Carton Dilemma” – Read for use as part of class discussion only, no “case insight” on this reading

15. 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

16. “Ethnography – A Study of Process, Use, and Relevance,” Shakuntala (Bee) Bhaduri (used with Permission of the Author)

17. Reference Article: “Building Loyalty in Business Markets”, by Das Narayandas, Harvard Business Review, September, 2005, HBR Reprint # R0509H

Session 5

Click on/read through the materials on “VALS” ("Value and Lifestyle System")...