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Submitted by freefortermpapers on 06/24/2008 03:00 PM
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COURSE INFORMATION
RCSC 284 PRODUCT DEVELOPMENT AND BRAND STRATEGIES SPRING 2003
COURSE DESCRIPTION The survey of soft and hard goods including: product development and brand strategy. Topics include materials, manufacturing, design, specification, performance, private branding strategy, brand management and marketing.
REQUIRED
TEXT
Keller, Kevin Lane. Strategic Brand Management: Building, Measuring, and Managing Brand Equity .Upper Saddle River, New Jersey: Prentice-Hall, Second Edition, 2003.
Keller, Kevin Lane. Best Practice Cases in Branding: Lessons from the World's Strongest Brands - Strategic Brand Management . Upper Saddle River, New Jersey: Prentice-Hall, Second Edition, 2003.
INSTRUCTOR Roger Kramer
Associate Professor of Family & Consumer Sciences
Office: FCS 131
Phone: 621-1928 or 621-1295 (messages)
e-mail: rkramer@ag.arizona.edu
OFFICE HOURS Tuesday 9:00 a.m. - 10:00 a.m.
Thursday 9:00 a.m. - 10:00 a.m.
COURSE CREDIT 3 units
CLASSROOM FCS 101
TIME Section #1 1:00 p.m. - 1:50 p.m. MWF
COURSE
OBJECTIVES
Learns about brands, their importance, their representation to consumers, and their proper management.
Learns about the scientific aspects of branding in providing guidance to making brand-related decisions.
Understands the concept of brand equity.
Learns how to build, measure, and manage brand equity.
Becomes aware of a perspective to interpret the potential effects and trade-offs of various brands strategies and tactics.
Understands the process of developing, introducing and naming new products and brand extensions.
Creates, organizes, and presents a product development/strategic brand
management portfolio.
COURSE
GRADING
CRITERIA
Portfolio Project = 100...
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