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Enron Mail |
Please delete if you are not interested in the summer course.
*************************************************************** Reminder: You must be signed up for the summer course by this Friday, April 21, if you wish to be considered for registration. You should find out by the middle of next week if you get in. Enrollment is limited to 60 people and will be determined by number of fall/spring semesters completed in the program. If all members of one class/cohort cannot get in, all members of that cohort will be randomly drawn. If you get in the class, we will have you pick up registration forms. Payments and registration forms will need to be turned in by May 4. The exact price of the course has not been determined, but it will be about $800. If you have any questions, please feel free to ask. Shawn COURSE NO. E268 TITLE Strategic Brand Management INSTRUCTOR Linda Lou Hellofs PhD PREREQUISITES Successful completion of E206 CLASS FROMAT Based on the philosophy that "true knowledge results in effective action", this course has a practical decision focus. Acknowledging diverse learning styles, multiple approaches are used to teach the material. Class sessions are basically split between discussions, lectures, cases, and in-class exercises. The class will be highly interactive and participation is required. Reading and cases should be prepared and discussed with others prior to class. Communicating your ideas and then defending then are learning objectives of this course. Name cards will be used throughout the quarter. Please try to maintain the same seat each class. You are responsible for all readings, even if not covered in class. Late assignments will not be accepted. No make-up quizes will be scheduled. Attendance is mandatory and notification of all absences is required. REQUIRED READINGS Textbook David Aaker, "Building Strong Brands", The Free Press Coursepack (articles and cases) BASIS FOR FINAL GRADE Group Work 40% Brand Evaluation Project (10 pages) 25% One Case Write-Up 15% Individual Work 60% Pop Quizes (5 given, 4 count) 20% Final Exam (case) 25% Class Participation including In-Class Exercises 15% ABSTRACT OF CONTENT AND OBJECTIVES This course takes a strategic perspective in addressing product, price, distribution, and promotion issues facing firms competing in both consumer and inindustrial marketplaces. It is organized around decisions that must be made by the marketer to build, measure, and manage brand equity, today and in the future. Applications include traditional industries, technology companies, and the service and entertainment sectors. The course is appropriate for those who seek careers in brand or product management as well as those who desire to better manage one of their firm's most valuable equity, their brand's equity. BIOGRAPHICAL SKETCH Linda Lou Hellofs has nineteen years work experience across a variety of industries. She is currrently consulting for several premium food companies and wineries. As Vice-President of Strategic Planning for a midwest investment company, she was responsible for lobbying at the state and local level for alcohol related issues as well as concept development for new ventures. She has had her own direct mail business as well as owned a successful advertising agency. Linda has a Masters dgree from Harvard, and a PhD from the University of Washington where she taught for nine years. Her research interests include relationship marketing and customer loyalty. She has recently been published in one of Marketing's premier academic journals, the Journal of Marketing. _________________________________________ Shawn Allison, Associate Director Evening MBA Program, Haas School of Business University of California, Berkeley Tel (510) 643-0435 Fax (510) 643-5902
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