Unit 8 Essay

MBA 5861, New Product Marketing

Course Description

Exploration of several new product subject areas including marketing, branding, creative design, and management issues related to new product marketing. Designed for students interested in brand management and positioning in the context of both small entrepreneurial firms and large corporations. Explores the challenges faced by marketers, business managers, and consultants in bringing a new technology to the market.

Course Textbook(s) Keller, K. L. (2014). Strategic brand management: Building, measuring, and managing brand equity.

(4th ed.). Upper Saddle River, NJ: Prentice Hall.

Course Learning Outcomes

1. Upon completion of this course, students should be able to: 2. Describe the management challenges associated with introducing a new product to market,

including developing a brand strategy. 3. Develop strategic goals based on the strategic platform decisions and target market selection. 4. Explain the importance of the creative element with respect to developing innovative products

and their respective marketing programs. 5. Assess the value of branding within the context of new product development and

management. 6. Explain the impact of positioning and brand equity on new product development. 7. Evaluate methods of measuring and interpreting brand performance. 8. Examine the role of brand extensions in the management of new product introductions. 9. Discuss the management of new product brands to include management over a period of time

and overcoming geographic boundaries.

Credits Upon completion of this course, the students will earn 3 hours of college credit.

Course Structure

1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit.

2. Unit Lesson: Each unit contains a Unit Lesson, which discusses unit material. 3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters

from the textbook. Suggested Readings are listed in the unit study guides to aid students in their course of study. The readings themselves may or may not be provided in the course, but students are encouraged to read the resources listed if the opportunity arises as they have valuable information that expands upon the lesson material. Students will not be tested on their knowledge of the Suggested Readings.

4. Discussion Boards: Discussion Boards are a part of all CSU term courses. Information and specifications regarding these assignments are provided in the Student Resources listed in the Course Menu bar.

5. Unit Assignments: Students are required to submit for grading Unit Assignments in Units I- VIII. Specific information and instructions regarding these assignments are provided below.

MBA 5861, New Product Marketing Course Syllabus

MBA 5861, New Product Marketing

Grading rubrics are included with the Unit I-VIII Assignments. Specific information about accessing these rubrics is provided below.

6. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions.

7. Student Break Room: This communication forum allows for casual conversation with your classmates.

CSU Online Library

The CSU Online Library is available to support your courses and programs. The online library includes databases, journals, e-books, and research guides. These resources are always accessible and can be reached through the library webpage. To access the library, log into the myCSU Student Portal, and click on “CSU Online Library.” You can also access the CSU Online Library from the “My Library” button on the course menu for each course in Blackboard. The CSU Online Library offers several reference services. E-mail ([email protected]) and telephone (1.877.268.8046) assistance is available Monday – Thursday from 8 am to 5 pm and Friday from 8 am to 3 pm. The library’s chat reference service, Ask a Librarian, is available 24/7; look for the chat box on the online library page. Librarians can help you develop your research plan or assist you in finding relevant, appropriate, and timely information. Reference requests can include customized keyword search strategies, links to articles, database help, and other services.

Unit Assignments Unit I Essay Using the CSU Online Library, research your favorite brand with respect to its effectiveness in new product marketing. Use the most current Interbrand rating of brands as a reference (see Figure 1-5 of your course textbook).

1. Describe the target market that your brand is hoping to reach. What is the positioning strategy of this particular brand?

2. Examine the brand's overall effectiveness in reaching its target market with both new products and existing products.

3. Identify the challenges and opportunities associated with this brand. 4. Recommend strategies that this particular brand should take in the next 10 years in order to

maintain and/or increase their effectiveness. Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use you course textbook, the Interbrand website, and at minimum one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit II Article Review Using the CSU Online Library, locate an article that discusses brand elements, brand equity, legal aspects of branding, or any other interesting aspect of brand management. Address the following:

1. Summarize the article and discuss the author's main points. 2. Relate the theoretical aspects of branding from Chapters 4 and 5 to the article. At a

minimum, be sure to include the creative aspects of the brand elements.

MBA 5861, New Product Marketing

3. Discuss the relevance of this article with respect to its benefits to a marketer when developing new product brands.

4. What questions might you pose to the author of this article? Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use the article you chose from the CSU Online Library and one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit III Case Study For this assignment, read the case study, "Going for Corporate Gold at the Olympics," on pages 258- 260 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and a well-supported rationale.

1. The Beijing 2008 and London 2012 Summer Olympics were discussed within the case with respect to their use of marketing—specifically, corporate sponsorships. Research any of the other Olympic years (winter or summer), discussing their use of corporate sponsorships.

2. What additional branding and marketing tools/themes were used in the Olympic games you researched in Question #1.

3. The Olympics reach worldwide. Do you believe that corporate sponsorships are transcending geographic boundaries, effectively reaching the international target audience?

4. Discuss the importance of the Olympic committee maintaining a wholesome image versus the commercialized event it could become. How does positioning and branding relate to this concept?

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use the article you chose from the CSU Online Library and one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit IV Mini Project To apply the concepts learned in this course, you will research one of your favorite brands compiling a brand audit for the brand/company. In the next several units, you will complete sections of a brand audit on your chosen brand. Utilizing the CSU Online Library, research the various elements of the brand audit. Use the brand audit for Rolex on pages 287-293 of your textbook as a guide. In this unit, you will complete and the following sections:

 Introduction

 Background o History o Ownership Status o Target Market Identification o Brand Portfolio

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible source. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment. Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

MBA 5861, New Product Marketing

Unit V Mini Project To apply the concepts learned in this course, you will continue the brand audit started in Unit IV. In this unit, you will complete and submit the following sections:

 Brand Elements o Product o Pricing o Distribution o Communications

 Advertising  Ambassadors  Sports and Culture  Philanthropy

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VI Mini Project To apply the concepts learned in this course, you will continue the brand audit started in Unit IV and continued in Unit V. In this Unit, you will complete and submit the following sections:

 Brand Exploratory o Consumer Knowledge o Competitive Analysis

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VII Mini Project To apply the concepts learned in this course, you will continue the brand audit started in Unit IV and continued in Units V and VI. In this unit, you will complete and submit the following sections:

 Strategic Recommendations (Evaluate this brand’s sustainability over time.) o Positioning

 Points-of-Parity  Points-of-Difference  Brand Mantra

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.

MBA 5861, New Product Marketing

Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VIII Mini Project To apply the concepts learned in this course, you will continue the brand audit started in Unit IV and continued in Units V-VII. In this Unit, you will complete and submit the following section:

 Tactical Recommendations (Discuss the brand qualities that can be leveraged in order to maintain the sustainability of this company/brand. Think about the opportunities and challenges of the brand.)

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment. Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

APA Guidelines CSU requires that students use APA style for papers and projects. Therefore, the APA rules for formatting, quoting, paraphrasing, citing, and listing of sources are to be followed. Students can find CSU’s Citation Guide in the myCSU Student Portal by clicking on the “Citation Resources” link in the “Learning Resources” area of the myCSU Student Portal. This document includes examples and sample papers and provides information on how to contact the CSU Success Center.

Blackboard Grading Rubrics Assignment Rubrics One or more assignments in this course utilizes a Blackboard Grading Rubric. A rubric is a tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of an assignment. Your professor will use the Blackboard Grading Rubric to assign points and provide feedback for the assignment. You are encouraged to view the assignment rubric before submitting your work. This will allow you to review the evaluation criteria as you prepare your assignments. You may access the rubric in “My Grades” through the “Tools” button in your course menu. Click the “View Rubric” link to see the evaluation criteria for the assignment. Upon receiving your assignment grade, you may view your grade breakdown and feedback in the rubric.

CSU Grading Rubrics for Papers/Projects, Discussion Boards, and Assessments

The Learning Resource area of the myCSU Student Portal provides the rubrics, and information on how to use them, for Discussion Boards, written response questions in Unit Assessments, and Research Papers/Projects. The course writing assignments will be graded based on the CSU Grading Rubric for all types of writing assignments, unless otherwise specified within assignment instructions. In addition, all papers

MBA 5861, New Product Marketing

will be submitted for electronic evaluation to rule out plagiarism. Course projects will contain project- specific grading criteria defined in the project directions. To view the rubrics, click the Student Resources link on the Course Menu, or access it through the CSU Grading Rubric link found in the Learning Resources area of the myCSU Student Portal.

Communication Forums

These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click her for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a non-public nature, please feel free to email your professor. Responses to your post will be addressed or emailed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers.

Schedule/Grading The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted.

MBA 5861, New Product Marketing

Unit I Managing Brand Strategies [Weight:

12%]

Review:  Unit Study Guide

Read:  Chapter 1: Brands and Brand Management  Chapter 2: Customer-Based Brand Equity and Brand

Positioning  Chapter 3: Brand Resonance and the Brand Value

Chain  Suggested Reading: See Study Guide

Discuss:  Unit I Discussion Board 2%

Submit:  Unit I Essay by Tuesday, Midnight (Central Time) 10%

Unit II Branding and New Product Marketing [Weight: 14%]

Review:  Unit Study Guide

Read:  Chapter 4: Choosing Brand Elements to Build Brand Equity

 Chapter 5: Designing Marketing Programs to Build Brand Equity

 Suggested Reading: See Study Guide

Discuss:  Unit II Discussion Board 2%

Submit:  Unit II Article Review by Tuesday, Midnight (Central Time)

12%

MBA 5861, New Product Marketing

Unit III Integrating Marketing Communications to Build Brand Equity

[Weight: 14%]

Review:  Unit Study Guide

Read:  Chapter 6: Integrating Marketing Communications to Build Brand Equity

 Chapter 7: Leveraging Secondary Brand Associations to Build Brand Equity

 Suggested Reading: See Study Guide

Discuss:  Unit III Discussion Board 2%

Submit:  Unit III Case Study by Tuesday, Midnight (Central Time)

12%

Unit IV Brand Equity Measurement & Management [Weight: 12%]

Review:  Unit Study Guide

Read:  Chapter 8: Developing a Brand Equity Measurement and Management System

 Suggested Reading: See Study Guide

Discuss:  Unit IV Discussion Board 2%

Submit:  Unit IV Mini Project by Tuesday, Midnight (Central Time)

10%

MBA 5861, New Product Marketing

Unit V Measuring Brand Equity & New Product Marketing [Weight: 12%]

Review:  Unit Study Guide

Read:  Chapter 9: Measuring Sources of Brand Equity: Capturing Customer Mind-Set

 Chapter 10: Measuring Outcomes of Brand Equity: Capturing Market Performance

 Suggested Reading: See Study Guide

Discuss:  Unit V Discussion Board 2%

Submit:  Unit V Mini Project by Tuesday, Midnight (Central Time) 10%

Unit VI New Product Development [Weight: 12%]

Review:  Unit Study Guide

Read:  Chapter 11: Designing and Implementing Brand Architecture Strategies

 Chapter 12: Introducing and Naming New Products and Brand Extensions

 Suggested Reading: See Study Guide

Discuss:  Unit VI Discussion Board 2%

Submit:  Unit VI Mini Project by Tuesday, Midnight (Central Time)

10%

MBA 5861, New Product Marketing

Unit VII Management of Brands [Weight: 12%]

Review:  Unit Study Guide

Read:  Chapter 13: Managing Brands Over Time  Chapter 14: Managing Brands Over Geographic

Boundaries and Market Segments  Suggested Reading: See Study Guide

Discuss:  Unit VII Discussion Board 2%

Submit:  Unit VII Mini Project by Tuesday, Midnight (Central Time)

10%

Unit VIII The Future of Strategic Brand Management [Weight: 12%]

Review:  Unit Study Guide

Read:  Chapter 15: Closing Observations  Suggested Reading: See Study Guide

Discuss:  Unit VIII Discussion Board 2%

Submit:  Unit VIII Mini Project by Tuesday, Midnight (Central Time)

10%