Graduate Course Proposal Form Submission Detail - MAR6800
Submission Type: New
Course Change Information (for course changes only):
- Department and Contact Information
Tracking Number Date & Time Submitted 5356 2016-01-06 Department College Budget Account Number Marketing BA 140600 Contact Person Phone Anand Kumar 9746205 firstname.lastname@example.org
- Course Information
Prefix Number Full Title MAR 6800 Brand Management Is the course title variable? N Is a permit required for registration? N Are the credit hours variable? N Is this course repeatable? Y If repeatable, how many times? 2 Credit Hours Section Type Grading Option 3 C - Class Lecture (Primarily) R - Regular Abbreviated Title (30 characters maximum) Brand Management Course Online? Percentage Online C - Face-to-face (0% online) 0
This course focuses on strategically managing brands including brand positioning and brand building, measuring and managing brand equity and brand loyalty over time, what they mean to consumers, and how they should be managed.
A. Please briefly explain why it is necessary and/or desirable to add this course.
Replacing Selected Topics with Permanent number; already listed in program
B. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service?
Forty students per semester.
C. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times?
Yes, 3 or more times
D. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.)
Ph.D. in Business with a specialization in Marketing or
MBA/MS in Marketing that includes at least 18 graduate hours in Marketing and relevant work experience.
- Other Course Information
The objectives of the course are to develop your knowledge and understanding of strategic brand management through key concepts, tools, and theory, along with their practical applications. The course encourages you to think critically about strategically managing brands. Specifically, upon completion of this course, you should have:
(1) An understanding of key issues in planning, executing, and evaluating integrated branding strategies.
(2) An exposure to the appropriate theories, models, and other related tools to make better branding decisions.
(3) Skills to apply the learned principles through methods such as class discussions, case analysis, and group project.
(4) A thorough understanding of consumer psychological aspects that will improve brand-related decision making from a marketerís perspective.
(5) Thorough understanding of how to formulate effective branding strategies.
B. Learning Outcomes
Students will be able to do the following:
(1) Understanding key issues in planning, executing, and evaluating integrated branding strategies.
(2) Understand the appropriate theories, models, and other related tools to make better branding decisions.
(3) Have a thorough understanding of consumer psychological aspects that will improve brand-related decision making from a marketerís perspective.
(4) Understand how to formulate effective branding strategies.
C. Major Topics
Brand concept and branding strategies.
Managing brands over time.
Brand positioning, identity, and re-positioning.
Leveraging brand associations.
Managing brand extensions and hierarchies.
Social media and branding.
Global brand management.
Analytics of brand equity.
Sensory aspects of branding.
Course packet of Harvard Business School cases.
E. Course Readings, Online Resources, and Other Purchases
Additional relevant readings as assigned by faculty as posted on Canvas.
F. Student Expectations/Requirements and Grading Policy
Mid-Term Exam 30%
Final Exam 30%
Class Participation 10%
Case-Analysis Write-up 5%
Project Written Report 15%
Project Presentation 10%
Grades will be assigned as follows:
Percentage Range Grade
97.0% - 100.0% A+
93.0% - 96.99% A
90.0% - 92.99% A-
86.0% - 89.99% B+
83.0% - 85.99% B
80.0% - 82.99% B-
76.0% - 79.99% C+
73.0% - 75.99% C
70.0% - 72.99% C-
66.0% - 69.99% D+
63.0% - 65.99% D
60.0% - 62.99% D
Below 60.0% F
G. Assignments, Exams and Tests
Case analysis write ups, exams, and group project on brand management.
H. Attendance Policy
Course Attendance at First Class Meeting Ė Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation Ė Registration - 4.0101,
Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (http://usfweb2.usf.edu/usfgc/gc_pp/acadaf/gc10-045.htm)
In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. Itís the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.
I. Policy on Make-up Work
Dependent upon faculty member teaching the course.
J. Program This Course Supports
MS in Marketing and the MBA program
- Course Concurrence Information