Capstone: Product and Brand Management. Introduction and Course practicalities Prof. Pekka Mattila Alexei Gloukhovtsev

Transcription

1 Capstone: Product and Brand Management Introduction and Course practicalities Prof. Alexei Gloukhovtsev

2 Today s lecture 1. Course practicalities 2. Forming teams for the group assignments 3. Independent study 2

3 1. Course practicalities

4 Course staff (D.Sc., Eecutive MBA), Professor of Practice at the Department of Marketing, Associate Dean and Group Managing Director at Aalto University Executive Education Research interests and specialization: Strategic marketing, business model innovation, consumer research, fashion and luxury management, organizational behavior, change management Teaching at Aalto: Capstone: Product and Brand Management; Consumer Behavior, Retail Experience, and Fashion; Fashion Marketing 4

5 Course staff Alexei Gloukhovtsev (M.Sc.), Doctoral Candidate at the Department of Marketing, researcher at the department since 2012 Research interests: Consumer psychology, behavioral decisionmaking, heuristics and biases in consumer choice behavior, consumer ethics Teaching at Aalto: - 23E57000 Fashion Marketing - 23E58050 Consumer Behavior, Retail Experience, and Fashion - 23C581 Consumer Behavior 5

6 Learning objectives Upon completion of the course the student should have the basic abilities to apply brand and product management related theoretical frameworks and concepts in real-life situations be able to utilize numerous tools and frameworks in striving to create, communicate, and deliver customer value in various business contexts possess a holistic skillset for combining the efforts of both internal and external stakeholders in order to plan and implement winning offering and brand strategies 6

7 Course logistics and practicalities 6 ECTS credits roughly translates to 160 hours of work: Lectures: 36 hours Group work: 70 hours Individual work: 51 hours Exam: 3 hours 7

8 Course logistics and practicalities Lectures in R001U135a Tuesdays and Thursday 14:15-16:45 Course website and announcements All relevant information, including lecture slides, will be published on the course MyCourses page Course Facebook group Optional, used for informal interaction and finding colleagues for group work 8

9 Coursework and grading Four group assignments: 70% of the course grade Final exam: 30% of the course grade To receive credit for the course, you need to obtain a combined score of at least 50% There may be possibility to earn extra points for additional assignments and active class participation 9

10 Coursework and grading Group work (70% of the final grade) Four live case assignments Live cases will be given by guest lecturers, presenting real life case challenges from the industry 10

11 Coursework and grading Group work (70% of the final grade) After each assignment, 3-4 groups will be asked to present their work in class Chosen groups will be notified at the latest the morning of the lecture It makes sense to always prepare for presenting Fluent presentations will contribute to your overall assignment score Failure to present will lower your score 11

12 Coursework and grading Case assignment schedule: Assignment briefing Assignment deadline Assignment discussion Group assignment 1: Unilever Comfort February 23, 16:00 February 29, 14:15 March 1, 14:15 Group assignment 2: Oriola Avene February 25, 16:00 March 23, 14:15 March 24, 14:15 Group assignment 3: Elina Ahlbäck Literary Agency March 3, 16:00 March 14, 14:15 March 15, 14:15 Group assignment 4: Aalto EE & PRO March 8, 16:00 March 16, 14:15 March 17, 14:15 12

13 Coursework and grading Final exam (30% of the final grade) Also case-based! Case readings will be provided on the final lecture. Only one chance to take the exam: Friday April 8th Retake possible only in cases of documented medical issue or family emergency Remember to register at least 7 days before the exam! 13

14 Coursework and grading Possibility to gain extra points towards your final grade by attending lectures with guest speakers and case presentations A total of 5 points on offer for attending all relevant lectures For example: 48 pts (group work) + 19 pts (exam) = 67 pts. Final grade: 3 48 pts (group work) + 18 pts (exam) + 4 pts = 71 pts. Final grade: 4 There may be an additional mini live case for earning some additional points at the end of the course 14

15 Contact info Course Facebook group If there is any possibility that your question may be relevant to other students, please post it in the Facebook group If your question is personal in nature Or come see Alexei in person: room E2.16 in Arkadia, on Fridays between 2 and 3 PM 15

16 Outline DATE LECTURER LECTURE TOPICS CASE CASE TIMING GUEST KEYNOTE Pekka Course introduction and practicalities / Understanding brand diversification a case for a house of brands: Pros and cons of a house of brands, Endorsed brands Pekka Understanding brand diversification a case for a house of brands: Iconic brands and brand communities, Fighter and flanker brands 1.3. Pekka Brand decline and recovery: How to retain a competitive edge over time, Rivalry and competition, How to save an iconic brand 3.3. Pekka Brands at the low and the high end: Luxury brands, Commodity brands, Discount brands and private labels, Emerging markets Case 1 / Unilever Comfort briefing Case 2 / Avene briefing Case 1 / Unilever Comfort discussion Case 3 / Elina Ahlbäck Literary Agency briefing Katia Gustafsson, Altia / Branding Altia cognacs globally,

17 Outline DATE LECTURER LECTURE TOPICS CASE CASE TIMING GUEST KEYNOTE 8.3. Pekka Understanding the corporate brand a case for a branded house: Pros and cons of a branded house, Leveraging corporate brand Pekka Understanding the corporate brand a case for a branded house: Issues with a dominant corporate brand, Brands in B2B contexts Case 4 / Aalto EE & PRO briefing Riikka Friman, SSAB / Branding merged steel companies, Pekka Product innovation and life cycle management: Product innovation, Pricing architecture, Product lifecycle management Pekka Product portfolio and distribution management: Product portfolio management, Distribution and retail management Case 3 / Elina Ahlbäck Literary Agency Discussion Case 4 / Aalto EE & PRO discussion

18 Outline DATE LECTURER LECTURE TOPICS CASE CASE TIMING GUEST KEYNOTE Pekka Leverage through branding: Brand equity, Return Case 2 / Avene on Brand investments, G2C and G2B branding, discussion Country of origin effect / Products, brands and sustainability: Sustainable brands, Supply chain issues, Transparency and social media, Emerging markets Alexei Course wrap up Case Reading for the final exam Annika Sucksdorff, Helsinki filmi, Branding and targeting the Tom of Finland movie,

19 2. Forming teams for the group case assignments

20 Forming teams for the group assignments Group assignments are to be completed in groups of 3-5 students Groups are in charge of allocating their workload in a balanced manner Group composition can vary from assignment to assignment Any changes must be made on the day an assignment is released Students are responsible for making sure they have a group to work with 20

21 3. Independent study

22 Course literature The course reading material consists of hand-picked recent and seminal articles relating to product and brand management The articles are available for download through Google scholar We expect you to familiarize yourself with the articles independently before each lecture, and apply relevant concepts and theories to group work 22

23 Course literature: How to use Google Scholar 23

24 Course literature: How to use Google Scholar 24

25 Course literature: How to use Google Scholar 25

26 Course literature: How to use Google Scholar 26

27 Course literature: How to use Google Scholar 27