BU.430.710.810 81 In Person Branding and Marketing Communications_Syllabus_SP2 2023

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 1 of 12 Branding and Marketing Communications 2 Credits BU.430.710.81 Monday 1:30-4:30pm ET 3/27/2023-5/15/2023 Spring 2 2023 Location: Harbor East, Baltimore In person class Instructor Linda Durnell, Assistant Professor Contact Information Email: ldurnell@jhu.edu Teaching Assistant: Raunaq Singh rsungh62@jhu.edu Office Hours Monday 11:30-1:30pm Zoom link : Dr. Durnell Zoom Link Meeting ID: 282-171-1394 Passcode: 751-907 Required Texts & Learning Materials Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity . (5 th ed.) Hoboken, NJ: Pearson. Harvard Business Review (HBR) 4 HBS case studies are required for this class must be purchased by all students. Electronic copies of cases can be obtained at Harvard Business Publishing using the following link: https://hbsp.harvard.edu/import/1022555 Avery, Jill (2021). The YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI) . HBR No. 521070-PDF-ENG . Boston, MA: Harvard Business School Publishing. Balis, Janet (2022). How Brands Can Enter the Metaverse . HBR No. H06RJ8-PDF-ENG . Boston, MA: Harvard Business School Publishing.

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 2 of 12 Dolan, Robert J. (1999, revised 2000). Integrated marketing communications . HBA No. 599-087. Boston, MA: Harvard Business School Publishing. E-Reserves: Electronic copies of additional assigned articles are available on Canvas. Kapferer, J., & Bastien, V. (2017). The Specificity of Luxury Management: Turning Marketing Upside Down. Advances in Luxury Brand Management, 65-84. https://doi.org/10.1007/978-3-319-51127-6_5 Niedziela, M. M., & Gountas, J. (2016). Going beyond hedonics: Applied consumer neuroscience and sensory marketing.  H&PC Today ,  11 (3). doi:10.1002/cb.1710 Zaltman, G.& Coulter, R. (1995). Seeing the Voice of the Customer: Metaphor-Based Advertising Research. Journal of Advertising Course Description This course covers principles of brand and marketing communication and the principles and theories behind human behavior. Brand communication is a combination of activities such as articulating a compelling value proposition, defending itself against competitive forces, and advertising, social media and reviews that are used to communicate with customers. Brand communication takes place every time a potential customer or client interacts with a particular brand or is persuaded by a brand. Areas of emphasis includes formulating a competitive strategy relating to a brand and its environment and leveraging communication resources to sell the brand message and build brand equity. Prerequisite(s) BU.410.620 OR BU.911.610 OR BU.920.605 Learning Objectives By the end of this course, students will be able to: 1. Develop a customer-based and psychological perspective on building, measuring, and evaluating brand strategies. 2. Identify marketing and communication issues related to planning and implementing brand strategies for various types of market offerings (e.g., products, services, industrial goods, nonprofits, etc.). 3. Communicate brand meaning. 4. Assess the resulting impact on brand performance using advanced theoretical and conceptual ideas. 5. Apply branding principles and marketing communication frameworks to develop recommendations that grow and sustain competitive brands. To view the complete list of the Carey Business School’s general learning goals and objectives, visit the Carey website . Course Policies Participation Active participation is required for students to meet the highest expectations for this course. Students are expected to attend all scheduled class sessions. Failure to attend class will result in an inability to achieve the objectives of the course. This course is a masters-level class in the Carey Business School at Johns Hopkins University. As such, we have learning rules for you as aspiring business people and as students at an elite university. Among them are (a) being on time for class and (b) being prepared

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 4 of 12 Assignment Team/Individual Learning Objectives Weight In Class Brand Discussions Individual 1, 2, 3, 4, 10% Individual Luxury Brand Voice Analysis Paper Due Week 4 Sunday, April 16 th 11:59pm ET Individual 2, 4 15% Individual Case Study- How Brands Can Enter the Metaverse Due Week 3, Sunday April 9 th 11:59pm ET Individual 2, 3 25% Team Presentation THE YES Due Week 7 in class Team 1, 2, 3, 4, 20% Team Brand Audit Final Project Week 5 Mind Map (5%), due Sunday, April 23, 11:59pm ET Week 8 Brand Audit Final Team Written Report (15%) Week 8 Team In Person Presentation (10%) Team 1, 2 30% Total 100% Individual Assignments Individual Case Study: How Brands Enter the Metaverse (25%) Case studies allow us to improve our decision-making skills by identifying, defining, and solving complex marketing problems in their organizational setting. In preparing the case studies, it is recommended that you read the case at least twice. The major effort of the second reading should be to understand the issues raised in the case and the factors affecting the decision. Identify the major problems, conceive alternative solutions, and assess the advantages and disadvantages of each solution. As is often the case in actual decision making, the case may not provide all the information you may like to have. However, it is crucial that you develop a well-reasoned plan of action on the basis of data available. If you think that a specific piece of information is crucial to the decision, then explain how this information can be obtained and how the decision is contingent on this information. Individually, your written analysis, on the case study How Brands Can Enter the Metaverse will provide a rigorous analysis, wage a compelling defense for strategic recommendations, and address strong counterarguments. Case Study Assignment Deliverables: 1. A one-page summary sheet. 2. A one-page recommendations sheet. 3. A two-page utilization of one strategic marketing model. 4. 4-6 pages, double-spaced in 12-point New York Times font. 5. Upload the essay assignment to Canvas, Week 3 Sunday, April 9 th at 11:59pm ET.

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 5 of 12 Please see the Case Study Assignment and Rubric on Canvas for complete details. Individual Luxury Brand Voice Analysis (15%) For this assignment, you will select a luxury brand and produce the necessary brand voice guidelines: Identify and interpret the brand personality and visual style. The report should include the following items: name, logo, slogan/taglines, colors, images, other elements that characterize the brand in the marketplace. Case Study Deliverables: 1. A one-page Brand Voice Description 2. A one-page Brand Communication Analysis should integrate branding and communication principles, theories and concepts as well as managerial insights. 3. Appendix. 6. 4 pages, double-spaced pages in 12-point New York Times font. 7. Upload the essay assignment to Canvas Week 4 Sunday, April 16 th at 11:59pm ET. Please see the Case Study Assignment and Rubric on Canvas for complete details. Team Projects THE YES Case Study and Team Presentation (20%) Your team will give a presentation in class on Week 7 regarding the case study THE YES : Reimagining the Future of e-Commerce with Artificial Intelligence (AI). The presentation challenges your team to analyze the company and determine what future marketing opportunities are open for companies like THE YES. Please see the Case Study Assignment and Rubric on Canvas for complete details. Team Brand Audit (30%) Your team will present a written audit of a brand. Each team is expected to provide a rigorous analysis, wage a compelling defense for its strategic recommendations, and address strong counterarguments presented by fellow students. Team Brand Audit Selection and Team Contract will be due Week 3 Sunday, April 9 th at 11:59pm ET. Please see the Case Study Assignment and Rubric on Canvas for complete details. The Team Brand Audit consists of three graded assignments: Team Brand Mind Map (5%) For this assignment, your group will present your brand audit case by supplying a Mind Map due Week 5, Sunday April 23 rd at 11:59pm ET. Refer to pages 42 (Figure 2-2) and 335 (Figure 10-2) of the Keller book for mind map examples.  Case Study Deliverables: 1. Ask 5 friends about your selected brand and use this content for your mind map. 2. Develop a set of PowerPoint slides that illustrate your team's map. 3. Submit a 2- to 5-minute video presentation to Canvas by Sunday April 23 rd at 11:59pm ET. Brand Audit Final Report (Team Presentation (10%) and Written Report (15%)

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 7 of 12 Week Topic Materials Assignments 2 4/3/23 Customer Based Brand Equity (CBBE) & Building Strong Brands Required Readings:  Keller, Chapters 2, 3  “Seeing the voice of the customer: Metaphor- Based Research”  Business Case, “How Brands Can Enter the Metaverse”  Intel Voice, “The Written Expression of the Intel Brand Personality” Media  Brand Building Blocks  The Stages of Brand Development  You Tube Videos: o How to Mind Map with Tony Buzsan o Brand Mantra: The Elevator Speech In Class Discussion – Introduction to the Metaverse Planning Ahead  Individual Case Study– How Brands Can Enter the Metaverse due week 3  Team Brand Audit– Brand Selection due week 3  Individual Luxury Brand Voice Analysis– due week 4 3 4/10/23 Brand Elements; Integrated Marketing Communications; Brand Knowledge Required Readings  Keller, Chapters 4, 5, 6  “The Specificity of Luxury Brand Management” (BM) Recommended Sidebars  Science Of Branding 6-2: Coordinating Media to Build Brand Equity  Science of Branding 8-2: Understanding Brand Alliances Media  Expert Interview: Bridget Hanrahan  You Tube Videos: o Celebrity Endorsement Fails We Still Remember o Swarovski Ingredient Branding Program DUE: Individual Case Study– How Brands Can Enter the Metaverse Team Brand Audit–Brand Selection Planning Ahead  Individual Luxury Brand Voice Analysis– Final Report due week 4  Team Brand Audit- Mind Map due week 5

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 8 of 12 Week Topic Materials Assignments 4 4/17/23 Brand Audits Brand Inventory; Brand Exploratory; Brand Positioning; Branding in the Digital Era Required Readings  Keller, Chapter 7  Keller, Chapter 9 Recommended Sidebars  The Science of Branding 9-1: The Role of Brand Personas  Branding Brief 9-1: Sample Brand Tracking Survey  Brand Focus 9.0: Sample Rolex Brand Audit Media  Case Study Mystery 2: Brand Mysteries: From Root Beer Stand to Hotel Empire  You Tube Video: Top 10 Most Valuable Luxury Brands In Class Discussion–Brand Audit Challenges DUE: Individual Luxury Brand Voice Analysis Report Planning Ahead  Team Brand Audit- Mind Map due week 5

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 10 of 12 Week Topic Materials Assignments 6 5/1/23 Managing Brands over Time Required Readings  Keller, Chapters 12, 13, 14 Recommended Sidebars  Branding Brief 12-3: Netflix: Evolving a Brand Architecture to Grow the Brand  Science of Branding 12- 2: Brand Architecture Strategies: House of Brands or Branded House?  Brand Focus 14.0: Responding to a Brand Crisis Media  YouTube Video: 3 minutes of pure branding gold by Brian Collins In Class Discussion –Brand Extensions and the use of AITGs In Class Discussion – Transmedia storytelling Planning Ahead  The Team Brand Audit Report and Presentation due week 8  THE YES Team Presentation due week 7 7 5/8/23 Social Good in Marketing (off-balance sheet marketing) Required Readings  Case Study – The YES: Reimagining the Future of e-Commerce with Artificial Intelligence Media  Expert Interview: Brendan Hurley  YouTube Videos: o Patagonia: The Paradox of an Eco- Conscious Company o Colin Kaepernick, 2019 DUE: THE YES Team Presentation due in class Planning Ahead  Team Brand Audit Report and Presentation due week 8 8 5/15/23 Final Team Presentations Media Slides for Team Presentation are due on Canvas at 11:59pm ET on the day before the class in Week 8. DUE: Team Brand Audit Report due Sunday, week 8 Team Brand Audit Report Presentation in class week 8

BU.430.710.81– Branding and Marketing Communications – Dr. Linda Durnell – Page 11 of 12 Carey Business School Policies and General Information Canvas Site A Canvas course site is set up for this course. Each student is expected to check the site throughout the semester as Canvas will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at https://canvas.jhu.edu/ . Technical Support 24/7 technical support for questions regarding Canvas, Zoom, and other technical issues is available. Please refer to Carey’s Academic Resources webpage for contact information and other details. Students with Disabilities - Accommodations and Accessibility Johns Hopkins University values diversity and inclusion. We are committed to providing welcoming, equitable, and accessible educational experiences for all students. Students with disabilities (including those with psychological conditions, medical conditions and temporary disabilities) can request accommodations for this course by providing an Accommodation Letter issued by Student Disability Services . Please request accommodations for this course as early as possible to provide time for effective communication and arrangements. For further information or to start the process of requesting accommodations, please contact Student Disability Services at the Carey Business School. Academic Ethics Policy Carey expects graduates to be innovative business leaders and exemplary global citizens. The Carey community believes that honesty, integrity, and community responsibility are qualities inherent in an exemplary citizen. The objective of the Academic Ethics Policy (AEP) is to create an environment of trust and respect among all members of the Carey academic community and hold Carey students accountable to the highest standards of academic integrity and excellence. It is the responsibility of every Carey student, faculty member, and staff member to familiarize themselves with the AEP and its procedures. Failure to become acquainted with this information will not excuse any student, faculty, or staff from the responsibility to abide by the AEP. Please contact the Office of Student Affairs if you have any questions. For the full policy, please visit the Academic Ethics Policy webpage . Student Conduct Code The fundamental purpose of the Johns Hopkins University’s regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. Please contact the Office of Student Affairs if you have any questions regarding this policy. For the full policy, please visit the Student Conduct Code webpage . Commitment to Respect Respectful behavior creates an environment within the Carey Business School where all are valued and can be productive. Carey defines respectful behavior as conduct that, at a minimum, demonstrates consistent courtesy for others, including an effort to understand differences. As such, all in the community agree to the Carey Commitment to Respect, which states that we all strive to show that we value each other’s human dignity and our differences, and to choose behavior and language that