Information about the lecturer

Transcription

1 Information about the lecturer Dr Chris Baumann holds an Economist SEBA (Switzerland), an MBA from Simon Fraser University (SFU) in Vancouver, Canada, and a Doctorate in Business Administration from the Macquarie Graduate School of Management (MGSM). Chris is a Senior Lecturer in Business at Macquarie University in Sydney, where he teaches Brand Management. He is also a Visiting Professor at the Aarhus School of Business at Aarhus University, an Adjunct Lecturer at MGSM, a Visiting Fellow at Dunmore Lang College (DLC), and an SFU Alumni Representative. His research interests are customer loyalty; ethnicity, culture, ideology and consumer and employee behaviour; employer branding; and, in the field of pedagogy, factors contributing to students academic performance. In terms of International Business research, Chris collaborates with the Ming & Stella Wong Professor of International Business, Dr Rosalie Tung of SFU. Chris has joint publications in the International Journal of Human Resource Management, Journal of Financial Services Marketing, International Journal of Bank Marketing, Journal of Business and Management, Journal of Financial Transformation, and Journal of Education for Business. He also has around twenty conference papers, some of which were award-winning. For his teaching at Macquarie University, Chris was awarded by the Vice-Chancellor for Excellence in Education in 2005, and in 2007, Chris won a national-level Carrick citation. Before his time as an academic, Chris worked in the Swiss banking industry for nearly seven years. His motto in life: The best things in life are not things (seen on a T-shirt in Hawaii). 1

2 Time schedule and course outline Date Subject Chapter References Assignments/Activity Week 1 Monday: Tuesday: Wednesday: Thursday: Friday: Introduction 1 Harvard Begins Case Study as Tainted MBAs Reveal Damaged Brand om/apps/news?pid= &sid=aL0jFzKptww g Brands and Brand Management 2 Inside flight attendant school /action/printarticle?id= No change for Singapore Girl /news/travel/no-changefor-singaporegirl/2007/03/12/ (Jones and Sasser 1995) Customer- Based Brand Brand Positioning and Values Choosing Brand Elements to Build Brand Designing Marketing Programs to Build Brand 4 (Baumann et al. 2011) Team Formation Assignment Allocations 5 (Wirtz et al. 2007) Early Evaluation (feedback on the unit) 2

3 Date Subject Chapter References Assignments/Activity Week 2 Tuesday: Integrating Marketing Communication s to Build Brand 6 (Baumann et al. 2007b) (Baumann et al. 2005) Applied Research Proposal Presentation Leveraging Secondary Brand Knowledge to Build Brand 7 Wednesday: Thursday: Friday: Developing a Brand Measurement and Management System Measuring Sources of Brand : Capturing Customer Mindset Measuring Outcomes of Brand : Capturing Market Performance 8 (Baumann et al. 2007a) 9L (Heskett 2002) 10 (Frow and Payne 2007; Heskett et al. 1997; Klaus and Maklan 2007) Applied Research Proposal Presentation Final Exam Overview 3

4 Date Subject Chapter References Assignments/Activity Week 3 Tuesday: Designing and Implementing Branding Strategies 11 (Cooil et al. 2007) Wednesday: Thursday: Friday: Week 4 Exam Preparation Introducing and Naming New Products and Brand Extensions Managing Brands over Time Managing Brands over Geographic Boundaries and Market Segments Closing Observations (Foscht et al. 2009) Applied Research 14 (Tung and Baumann 2009) Applied Research 15 Applied Research List of literature (all compulsory) Books Keller, Kevin L. (2008), Strategic Brand Management (third edition). Upper Saddle River, NJ: Pearson Education. Baumann, C. and Valentine, T. (2010) Marketing In Focus: The Global Financial Crisis, Pearson Education Australia. Articles (will be provided on CampusNet) Baumann, Chris, Suzan Burton, and Greg Elliott (2005), "Determinants of customer loyalty and share of wallet in retail banking," Journal of Financial Services Marketing, 9 (3), Baumann, Chris, Suzan Burton, and Gregory Elliott (2007a), "Predicting Consumer Behavior in Retail Banking," Journal of Business & Management, 13 (1),

5 Baumann, Chris, Suzan Burton, Gregory Elliott, and Hugo M. Kehr (2007b), "Prediction of attitude and behavioural intentions in retail banking," International Journal of Bank Marketing, 25 (2), Baumann, Chris, Greg Elliott, and Hamin Hamin (2011), "Modelling customer loyalty in financial services: A hybrid of formative and reflective constructs," International Journal of Bank Marketing, 29 (3), Cooil, Bruce, Timothy L Keiningham, Lerzan Aksoy, and Michael Hsu (2007), "A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics," Journal of Marketing, 71 (1), Foscht, Thomas, Judith Schloffer, Cesar Maloles III, and Swee L. Chia (2009), "Assessing the outcomes of Generation-Y customers' loyalty," International Journal of Bank Marketing, 27 (3), Frow, Pennie and Adrian Payne (2007), "Towards the perfect customer experience," The Journal of Brand Management, 15, Heskett, James (2002), "Beyond customer loyalty," Managing Service Quality, 12 (6), Heskett, James L., W. Earl Sasser Jr., and Leonard A. Schlesinger (1997), The service profit chain: how leading companies link profit and growth to loyalty, satisfaction, and value. New York, NY: The Free Press. Jones, Thomas O. and W. Earl Sasser, Jr. (1995), "Why Satisfied Customers Defect," Harvard Business Review, 73 (6), Klaus, Philipp and Stan Maklan (2007), "The role of brands in a servicedominated world," The Journal of Brand Management, 15, Tung, Rosalie L. and Chris Baumann (2009), "Comparing the Attitudes toward Money, Material Possessions and Savings of Overseas Chinese vis-à-vis Chinese in China: Convergence, Divergence or Cross-vergence, vis-à-vis 'One Size Fits All' Human Resource Management Policies and Practices," The International Journal of Human Resource Management, 20 (11), Wirtz, Jochen, Anna S. Mattila, and May Oo Lwin (2007), "How Effective Are Loyalty Reward Programs in Driving Share of Wallet?," Journal of Service Research, 9 (4),

6 Evaluation of the course The assessment components of this course are as follows: Component Weighting Assessment Final Exam (3 hours) 60% Individual mark Applied Research Brand audit Written report Total 100% 20% Individual mark, but presented as a team 20% Individual mark Coursework counting 40% of the final grade Applied Research Assessment will include an Applied Research to be conducted in teams. This assignment is designed to enhance your knowledge about current branding issues and will be used to generate discussion during class time. Further, this assignment aims to improve your information collection and interpretation skills. The purpose is to apply theoretical concepts to marketing practice and to use the current managerial branding literature to assist in better decision making. Using a team approach, students will need to work with other class members. Students present their work in classes 13 and 14 to the class plenum, and submit their presentations slides, a two page summary and the list of references to the lecturer for grading. Teams will make sure that individual contributions to the project are clearly outlined. Brand audit (individual assignment) Students will also work on an individual assignment, where students have to select a brand (brand to be confirmed by the lecturer) and conduct a formal brand audit. Students will then conduct research on the selected brand throughout the course and submit a formal report to the lecturer for grading. Written exam counting 60% of the final grade Three hour take home exam on Friday (29 July) from am Danish time. The final exam will consist primarily (but not only) of essay-type questions. It will consist of four compulsory questions that may contain sub-questions (e.g. 1a, 1b and 1c). This exam is open book. Download the examination paper from CampusNet 6