MKT3717-Elyena-2023-24-S1-v2

Schedule and Outline Lesson/Week Topic Chapter Ac=vity (preparaEon / cases & assignments / follow-up readings & resources) 1 Course IntroducEon + What is a Brand and how do we develop a Brand Strategy? “ Developing a Brand Strategy, 5th ediDon” Chapters 1-2 Hands-on pracEce: What is/are your favourite brand/s and how would you evaluate them using the Brand Resonance Pyramid as a guide? Discussion: What are some areas of improvement you would suggest these brands to act on? 2 What is Brand Equity and how do we build and measure it? “ Developing a Brand Strategy, 5th ediDon” Chapters 4-6 and Case Study Lecture Notes Hands-on pracEce and Discussion: Case Study 3 How do we measure and deliver Brand Growth? Lecture Notes Hands-on pracEce and Discussion: Brand Growth Model 4 Why do we need New Product Developments (NPD) and what is the typical process of an NPD? “New Products Management, 12th ediDon” Chapter 1,3 5 How do we idenEfy opportuniEes for and evaluate the business size of an NPD? “New Products Management, 12th ediDon” Chapter 2 Hands-on pracEce: NPD potenEal sizing Homework: Gathering 20 consumer observaEons of a category of your choice 6 How to generate a winning Product Concept? Part I | Insight GeneraEon “New Products Management, 12th ediDon” Chapter 4 Lecture Notes Group work and Discussions: GeneraEng lead insights from key consumer observaEons Homework: Generate Benefit and RTB statements based on Consumer Insights Recess Week Page of 3 4