COURSE NUMBER: EWMBA 262-1

COURSE TITLE: Brand Management and Strategy

UNITS OF CREDIT: 3 Units

INSTRUCTOR: Jose Camoes Silva

E-MAIL ADDRESS: silva@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL): http://silva.haas.berkeley.edu/ewmba262/

MEETING DAY(S)/TIME: Monday, 6:00 p.m. to 9:30 p.m.

PREREQUISITE(S): Core Marketing Course (EWMBA206)

CLASS FORMAT: Cases, class exercises, and a few lectures.

REQUIRED READINGS: Harvard cases and business press readings for discussion, textbook and management journal readings for background

BASIS FOR FINAL GRADE: 55% Final team project (marketing plan and presentation) and 45% three individual case write-ups. Class participation is very important to the learning process and will be strongly encouraged.

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
EWMBA262 covers three marketing tasks: branding, marketing strategy, and product management. We use the framework of a marketing plan to integrate the three tasks cohesively. As part of this marketing plan, the course covers category, customer, and competitor analysis, marketing strategy formulation, branding, identity and experiential marketing, and the planning, implementation, and control of marketing actions. This is a tool-based course, using both quantitative tools like regression, gap analysis, and some statistical techniques from marketing research (albeit at the user level only), and qualitative tools like Porter forces, BCG and McKinsey matrices, the value pyramid, need decomposition, and consumer decision analysis, among others. We use cases and excerpts from the business press as the basis for discussion to introduce the tools, and use class exercises to practice using them. The course does not delve into the fundaments of the tools themselves or the mechanics of using them; rather it illustrates the use of such tools (by providing details as to the data necessary and examples of the results) to support managerial decisions. For those interested in further details, references and supplemental materials are made available at the appropriate class sessions.

BIOGRAPHICAL SKETCH: Jose Silva brought his behavioral economics expertise to Haas when he joined the Marketing group in 2002. His PhD work on the economics of consumer behavior has won the Zannetos Best Thesis Award at MIT. Currently Jose's research focuses on the application of behavioral economics to marketing of high-tech products. Prior to the PhD program, Jose was a lecturer and a consultant in Portugal, where he got a MBA. Lately, his consulting has focused on consumer behavior and marketing strategy for telecommunication companies and banks.