Georgia Institute of Technology
Scheller College of Business
STRATEGIC BRAND MANAGEMENT
(MGT4304)
- Subject to change -
Faculty: Aaron Hackett
Office:
Telephone:
Email:
Scheller College of Business, Room 4122G
(404) 385-1365
hackett@gatech.edu
Office Hours: By appointment
Class Schedule (Spring 2016)
Monday and Wednesday: 3:05 pm – 4:25 pm (section A) and 4:35 pm – 5:55 pm (Section B)
Objective: To prepare students to manage a brand from equity assessment to growth.
Strategies to meet this Objective:
1. Understand theory.
2. Engage case studies and guest lecturers.
3. Hands on exploration with selected brands.
Course Materials (to be purchased): Keller, K. L. Strategic Brand Management,
fourth edition, Prentice Hall Publishers, ISBN-10: 0132664259
Course Requirements
Weight Requirement
10% Class Participation
15% “I am a Brand”
25%
Introduction
Job Pitch
Exam
30%
Brand Analysis*
20%
Group Case Study*
Learning Plan
Survey
Research Analysis
Presentation
Date
All
2/01/16
2/15/16
3/09/16
2/24/16
3/02/16
3/16/16
4/04/16
4/18/16
Details
Attendance and full participation.
See page 2
Midterm. No Final.
See page 3
See pages 4-5
*Students will form groups of 3-4 to collaborate on the Brand Analysis and the Group case study. After
forming your groups, contact me by email with who is in your group and what brand you plan to examine.
Georgia Tech maintains an academic honor code. Students are to uphold the Honor Code at all
times. It is believed that any acts of academic dishonesty hurt the entire Georgia Tech
community. The Honor Code aims to prevent any student from gaining unfair advantage over
other students through academic misconduct. Cases of alleged academic misconduct will be
handled by the Office of the Dean of Students.
MGT 4304
1
Georgia Institute of Technology
Scheller College of Business
“I AM A BRAND” INDIVIDUAL ASSIGNMENT
Objective: Apply brand...