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Module 4 Readings and Grading
Complete the following readings early in the module:
· Read the online lectures for Module 4
· From the textbook Marketing management, read the following chapters:
· Product Decisions
· New-Product Development
· From the University online library resources, read:
· Chang, D., & Park, S. (2013). The effects of brand strategy and technological uncertainty on pioneering advantage in the multi-generational product market. Journal of Product Innovation Management, 30(1), 82–95. doi:10.1111/j.1540-5885.2012.00988.x
· Jenkinson, A., & Bishop, K. (2012). The IBM brand system: An interview with Kevin Bishop. Journal of Brand Strategy, 1(3), 223–233.
http://www.thecampuscommon.com/library/ezproxy/ticketdemocs.asp?sch=auo&turl=
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=85200214&site=
ehost-live
· Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64–81.
https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu
/docview/227807317?accountid=34899
Grading Criteria and Rubric
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Grading Criteria
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Proficient
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Maximum Points
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Research at least three peer-reviewed academic articles related to brand personalities, brand congruency, and brand equity. Analyze how congruency relates to positioning and brand equity.
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Analysis of the relationship between congruency, positioning, and brand equity is complete, concise, and accurate. Analysis is supported by research.
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16
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Identify and describe three major brands with high levels of congruency and three brands with low levels of congruency. Analyze the reasons for placing each brand in one of those two categories.
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Brands described are appropriate, accurate, and specific. Brands identified are clear examples of high- and low-level congruent brands.
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12
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Critically examine the key elements of creating brand value for customers. Make specific recommendations for the marketing managers of the brands you selected.
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Examination clearly and accurately describes all key elements of creating brand value. Recommendations for each brand are appropriate and supported by the literature.
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24
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Writing Standards
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Write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources (i.e., APA); and display accurate spelling, grammar, and punctuation.
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Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources; and displayed accurate spelling, grammar, and punctuation.
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8
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Total:
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60
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david1962
module_4_readingss.docx
